On July 28th, Mississippi rapper Big K.R.I.T. released "Pay Attention," the first single to his upcoming sophomore album, Cadillactica. Now, he's released a music video for the track. The song features songwriter / producer Rico Love and is produced by Jim Jonsin. Cadillactica will be released on November 11th.
Normally, K.R.I.T. produces his own music. He has been releasing self-produced mixtapes for years, but he decided to switch gears for this project. He spoke about the change in an interview with Respect Magazine:
I was used to producing my own records and singing my own hooks, and it was out of necessity at first in my career because I couldn’t afford to pay for beats and I didn’t have anybody to sing on the hooks. At this point of my career, I want to create and write in a manner where I can always take it to the next level.
With Rico Love's smooth vocals, K.R.I.T. may receive more mainstream appeal with this modern, R&B-driven sound. His underground days may be coming to an end.
Source: Big KRIT VEVO YouTube Channel