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Rb Hip Hop
NorthSideBenji Talks Returning to Music For New Album 'Misery Loves Company'
The Brampton, Ontario rapper is returning with his first album in over two years on Sept. 19, a project about loss, struggle and the pursuit of success. Later this fall, he will hit the road for his first-ever solo tour.
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After a series of delays, NorthSideBenji is officially back.
The Brampton, Ontario rapper is returning to music with his new album Misery Loves Company, releasing Sept. 19, his first full-length project in over four years. He spoke to Billboard Canada about the record, which is heavily rooted in dealing with loss, struggle and the pursuit of success. The long-awaited project has been in the works for more than two years and includes collaborations with NAV, Tory Lanez, Nafe Smallz and NoCap.
For NorthSideBenji, the album's title speaks to the pessimistic mentality that comes with hardship.
"It's [about] growing up and understanding," he explains. "I've been through a lot of stuff in life, especially regarding people close to me. Misery Loves Company basically means that when people are down, they tend to want to see other people around them down because seeing other people up and doing good, it hurts them."
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Adversity plays a central role in the album's themes and lyrics, which are mostly reflective and share a positive outlook despite their roots in struggle.
"I want to show the people listening that whatever you're going through, you have to keep going. You've got to keep pushing. That's why I have that energy," he says.
This tone is reflected in the production palette features soulful vocals and soft pianos that give space to Benji's meditations and are tailored to his signature "trap&B" style. The second half of the album features icier, harder-hitting hip-hop cuts like "Gervonta Davis" and "Load," a style that Benji describes as a refreshing addition.
"Going forward, it might change like life changes," he says. "That's how my music changes as well."
On "Lonely," Benji collaborates with fellow Brampton artist Tory Lanez, who is currently incarcerated for the 2020 shooting of Megan Thee Stallion. Benji recalls Lanez being a mentor to him and fellow rappers like Pressa and the late Houdini, who he went gold with on the 2018 song "Levels."
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"[Lanez] used to invite me and Houdini to the crib in L.A.," he says. "We used to just sit down and just watch his recording process. He actually gave me, Houdini and Pressa a song [a few years ago]. He just wants to see us grow. When I told him I'm doing an album, he was actually going through his little situation, but he still ended up coming through and sending me some joints."
Misery Loves Company was crafted in numerous cities, including Vancouver, where Benji's main studio and most of his mixing and mastering team reside, and Dubai, which he says has a one-of-a-kind scenery and energy. "A1," a collaboration with British rapper Nafe Smallz, came to life naturally during a video shoot in London. Benji considers the United Kingdom a second home: his mother's family grew up in Manchester, and London is home to some of his career milestones, such as his "Fire in the Booth" freestyle with Charlie Sloth.
Although Misery Loves Company is finally out, it faced a fair share of delays. Originally set for the summer and then pushed to an early August release date, the project missed both windows, which the rapper credits to a mix of life experiences, new inspiration and perfectionism.
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"As an artist, the longer we sit on music, we feel like this isn't it no more," he says. "We could have made it three, four years ago. As soon as we put it out, it's new to whoever hears it, but in our brain it just feels old sonically. I just kept going through that. Life is hitting me left, right and centre. There's a lot going on."
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Benji is set to support the album on The Misery Loves Company Tour this fall, which kicks off in London, Ontario on Oct. 8 and includes dates across Canada. He sees the upcoming trek — his first solo tour — as a learning experience and looks forward to connecting with his audience.
"I want them to come in and vibe with me, feel my energy. I need to feel their energy, too. It's just some s— like that. I want to connect and I want them to look forward to that connection with me," he says.
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