Posts tagged with "rap"

BOSLEN – DUSK TO DAWN

BOSLEN RELEASES MUSIC VIDEO FOR “FORSAKEN” FEATURING VORY

WATCH HERE

DEBUT ALBUM DUSK to DAWN OUT NOW

LISTEN HERE

“Redefining what Black music can look, feel and sound likeFADER

“Boslen is on a clear cut path for international stardom.” – Lyrical Lemonade

“Boslen has been making a name for himself” – HotNewHipHop

After racking up millions of streams and receiving acclaim from COMPLEX, Lyrical Lemonade, HotNewHipHop, and more, Vancouver-bred genre-defying artist Boslen unveils the music video for “FORSAKEN (feat. Vory)” today. Watch it HERE. It stands out as the latest highlight from his tastemaker-praised debut album, DUSK to DAWN – out now via Chaos Club Digital / Capitol RecordsListen HERE.

“The FORSAKEN” music video is the visual representation of an unfiltered tormenting battle that I and many others face when seeing the end of a relationship before it arrives.” – Boslen

Directed by Cole Muters, produced by Jacob Green, and Creative Directed by Natasha Dion, the visual brings the lyrics and mood to life with intimate closeups of this bold boundary breaker against a lush backdrop.

DUSK to DAWN has already eclipsed over 9.6 million-plus streams and counting in addition to inciting widespread critical applause. Atwood Magazine hailed it as “a raw reckoning manifest in music: The kind of record that needs to be felt in full in order to be understood at its core, and HotNewHipHop praised “his vibe is ambitious, cinematic, and sometimes reminiscent of earlier Travis Scott releases.”  EARMILK christened him “a new voice in hip-hop, taking a refreshingly personal angle on the genre and establishing himself as an exciting, multi-faceted artist to watch,” and FLAUNT put it best, “Boslen is a whole vibe, and we cant get enough.

Featuring guest spots from Tyla YawehVoryDro KenjiRascalz, and CharmaineDUSK to DAWN draws its undeniable power from Boslen’s boundary-pushing vocal experiments, shapeshifting transitions, and heavier production than he’s attempted before. After opening on the soulful minimalism of “DUSK” the album cycles through an entire spectrum of textures and moods, ultimately arriving at the beautifully warped “DAWN.” Naming hyper-creative artists like Kid Cudi among his main inspirations, Boslen notes that DUSK to DAWN emerged from a desire to explore how vulnerability and self-empowerment can co-exist.

LIL MIGO – RUMORS 3

BUZZING MEMPHIS RAPPER LIL MIGO POPS OFF ON NEW SINGLE “RUMORS 3
NEW MIXTAPE RELEASING SOON
PRESS ASSETS HERE

Emerging as the rawest new voice out of Memphis with widespread critical acclaim and millions of streams, Lil Migo reveals a new single entitled “Rumors 3” via Heavy Camp/4th & Broadway/Republic Records. Listen to “Rumors 3”—HERE.
On the track, a thick bass line sets the tone as Lil Migo lunges into a hypnotic melodic flow. His voice glides over the beat as bluesy guitar wails and screeches in the background. The track ultimately climaxes with an ominous assurance, “I guarantee they won’t miss you.
The song also arrives on the heels of his 2021 project, KING OF THE TRAP. It boasted a premier guest list, including Moneybagg Yo, Rich The KidYo GottiBlac Youngsta42 Dugg, Big 30, and more. Thus far, it’s already piled up 5 million total streams and counting. In addition to looks from The KnockturnalRESPECT Magazine, and more, Substream Magazine raved, “Lil Migo is the talk of the town in Hip Hop right now. The Memphis recording artist is trailblazing a path to top billing with his new album, King of the Trap.
However, “Rumors 3” only paves the way for more music to come from Lil Migo very soon. Get ready for more! Memphis’ Lil Migo makes the soul trap music for every type of music fan. The Heavy Camp artist began taking rap seriously in 2020, after being introduced to music by his family members. Lil Migo, at one point straddling between the streets and a recording booth, dived fully into music following a stunning fan reaction to his early work. In the last two years, Lil Migo has released three projects (2020’s Price of Fame and Voice of the Trap, 2021’s King Of The Trap), with singles such as “No Love In My Heart” and “Letter 2 The Industry” closing in on 10 million video views, while also charting on The Rolling Stone Breakthrough Top 25 Chart. Delivering authentic stories and motivating fans in his music, Lil Migo is one for you to tap into as his brand continues to expand worldwide.

aldn – n2o

HOTBOXES A PHONE BOOTH WITH NITRUS OXIDE IN NEW SONG & VIDEO “n2o” — WATCH NOW!

WILL JOIN GLAIVE X ERICDOA TOUR AS A SUPPORT ON CALIFORNIAN DATES — PLAYS LOS ANGELES ON NOV 5TH @ ROXY THEATRE

Early praise for aldn and previous single “predictable” 

“The melodic track is Aldn’s latest radio-ready tune, combining a catchy chorus with an intricately layered beat that is perhaps his most accessible work to date.” — Uproxx

“ In a hyperpop world filled with insane energy and lively instrumentals, aldn is the equalizer because even though he sometimes showcases some inventive sounds and glitchy instruments into his production” — Lyrical Lemonade

“Aldn has once again set the bar for creative songwriting in the hyperpop scene.” — Early Rising 

“Full of ear worm melodies and honest lyricism, the track is built upon the musicians signature hyper-pop production….aldn shines on “predictable.” — MILKY

LISTEN ACROSS PLATFORMS HERE: Here

With every new release, aldn, the Reston, VA producer and songwriter tightens his hold as an influential artist to watch in the hyperpop space. Today, he releases a new song and video for “n2o,” a grunge-inspired track that laments on substance use strong enough to escape from everyday woes. The video for the single follows aldn as he is joined by friends hotboxing a phone booth with nitrous oxide. Watch the video above or via link Here.

The song comes at the heels of recent single release “predictable” and aldn’s debut festival appearance in Philadelphia, PA last week on the Overcast & Friends stage, revving up the crowd with his intricate melodies and relatable songwriting. Fans will be able to catch aldn who will be a direct support on both Californian dates on the Glaive x ericDOA tour coming, for full show listing see below:

Upcoming aldn shows  

Nov 5th  Los Angeles, CA @ Roxy Theatre

Nov 6th  San Francisco, CA @ Brick & Mortar Music Hall

WizTheMc – Do It Over

Today, South African born, Germany raised, and Toronto based singer, songwriter and producer WizTheMc releases his latest single “Do It Over” via 10K Projects/Homemade Projects. Get “Do It Over” HERE and watch the official video Friday at 9am PST HERE.

“Do It Over” marks the third release from Wiz’s upcoming EP Where Silence Feels Good” slated for release at the top of 2022. The project will also feature recent singles “Break” and “Everything.”

In the visual for “Do It Over,” Wiz and his love interest (played by Uncut Gems star Noa Fisher) have officially called it quits, leading him to wallow in all of the things he would have changed to go back and fix it. This third installation marks the finale to the storyline presented in previous videos for the first two singles, showcasing the steps from the spark felt in a new relationship all the way to the tribulations that lead to its ultimate demise. The narrative represents the core message of the overall EP and sets up for its release. Watch the video for “Everything” HERE and “Break” HERE.

Leading up to this release, Wiz spent last weekend in Texas where he took to the Miller Lite Stage for a performance at Austin City Limits.

Where Silence Feels Good EP marks the follow up to his What About Now? EP. Released at the end of last year, it features the breakout single “For A Minute,” which has since amassed over 34M streams on Spotify.

ABOUT WIZTHEMC

Fitting for an artist who spent formative years on three different continents, WizTheMc describes his sound as “borderless music.” It’s an apt description for the 22-year-old singer, rapper, and producer, whose DIY ethos to music-making combines an ear for sticky pop hooks with nimble rapping abilities, all bolstered by high-octane production and summery guitar loops.His career hit warp speed during summer of 2020, when his peppy love song “For A Minute” became a major online hit, following his signing with Elliot Grainge’s 10K Projects and Homemade Projects. It’s since accrued over 34 million streams on Spotify alone. The Toronto-based, Cape Town-raised artist is now bringing his magnetic records to the masses.

The next chapter of his career comes in the form of his upcoming Where Silence Feels Good EP, featuring singles “Everything,” “Break” and now “Do It Over.” The project will show Wiz at his most in-tune self, marked by an over darker sensibility, drawing attention to Wiz’s emotive rasp. He uses songwriting for emotional excavation but maintains that what matters more to him is not what he gets out of a song, but what you do. He says introspective rappers like Kendrick Lamar and J. Cole have inspired him to pour more of himself than ever before into the music he’s writing, “It’s been my goal to be able to put down my emotions as accurately as possible onto paper to the point that I feel moved by my own words because they feel so true to me.” He continues, “I feel like these songs are the closest to my real experience. These are the most vulnerable songs I’ve written to date.”

evrYwhr – Tie Dye

evrYwhr Celebrates His Homecoming In The Video For “Tie Dye”

The GRAMMY-winning singer-songwriter pays homage to the City of Angels, love, freedom, and connection in his latest release

“Addictive”- okayplayer.

“He releases masterpieces that embody an eclectic marriage of R&B and pop”- LA Weekly

WATCH HERE

Today, GRAMMY-winning singer-songwriter evrYwhr returns with his new video for his single “Tie Dye” released last month. Since its release, the soulful, self-love-inspired track has already found its way onto a plethora of tastemaker playlists including Apple’s New in R&B, NPR’s “New Music Friday”, Tidal’s “Rhythm and Groove”, and “Chill Pop. Watch the video for “Tie Dye” on YouTube HERE.

The Blair Taylor (2 Chainz, G-Eazy) produced track brings evrYwhr’s eclectic blend of neo-soul, R&B, and pop to the forefront with richly textured melodies and airy flute accents that weaves colorful sounds – free-flowing, like the colors of a “Tie Dye” pattern. The song invites listeners on a journey of self-love, acceptance, and positivity – an especially timely sentiment after a period of unrest globally.

Filmed against the stunning backdrop of Los Angeles, the video for “Tie Dye” video serves as a love letter to the city and community that welcomed him with open arms as a transplant. We watch as evYwhr ventures through a warm and inviting LA streetscape, enjoying good times with friends and family – from backyard BBQs to picturesque scenes on the beach. Of the video, evrYwhr shares: “Though Im originally from Michigan, the community I uncovered on the West coast has been a garden bed for my growth over the last 10-years. Ive discovered deeper layers of my truth on the coastline where the ocean waves molded my being like the shore”

With community, connection, and family a priority for evrYwhr, the making of the “Tie Dye” video was an especially significant experience. “One of the most beautiful things about this shoot were the moments captured with my family and friends. For the majority of us, it was the first time we connected face to face since the pandemic hit. Tie Dye was our homecoming”. Fittingly, sunflowers feature throughout the video to represent a period of blossoming.

2021 has marked an exciting creative period for evrYwhr. Beginning with the release of single “Positive Vibes”, evrYwhr has returned with a string of new releases imbued with his trademark buoyant lyricism and eloquent vocal delivery. evYwhr also recently premiered the first episode of his Transit Pictures produced show “Destination evrYwhr”. Showcasing his passion for global culture, “Destination evrYwhr” follows his travels to Cambodia where evrYwhr connects with people through the medium of music.

Look for “Tie Dye” as part of evrYwhr’s awaited debut album set to be released in the summer of 2022 under label Saint & Citizen music.

Eighty8 via The Thom Brand for use by 360 Magazine

Eighty 8 – Visual Mixtape

Buzzworthy Cash Money Records signee Eighty8 gives a glorifying glimpse to his budding star status with the release of his Visual Mixtape. The unique offering is made available to watch and experience on his YouTube channel Official Eighty8 HERE

The Northside Miami native, who also recently unveiled his widely popular debut single “Hit” a few weeks ago, delivers a tantalizing audio-visual experience that takes viewers to the emotive depths of his spirit, story, and artistic freedom as he rises to national notoriety. 

The Visual Mixtape is a conceptual presentation featuring snippets of  Eighty8’s new music and behind-the-scenes footage. While each track has a distinct style, they are all seamlessly interconnected to introduce the soundscape of the Haitian/Jamaican American artist’s sensational range comprised of tracks “Trilly Wonka,” “Heartless,” “Juvi” “Wild Child,” “Feel It In The Air” and “Hit.” 

Eighty8 showcases a taste for what’s to come as he solidifies status as 2022’s one to watch. 

About Eighty8

Roots can shape personality. Our lineage informs how we act and how we react to any given situation. Drawing on Jamaican and Haitian heritage, Eighty8 translates emotional extremes into an unpredictable and undeniable hybrid of R&B, hip-hop, pop, and island flavors. Generating nearly 3 million Spotify streams independently, receiving acclaim from Hip Hop DX, Hip Hop N More, On Smash and signing to Cash Money Records in 2020, he’s ready to formally introduce himself. He adopted his name during a period of self-discovery after learning that the number 8 represents a sense of power and exemplifies peace and unity. 

Born and raised on the North Side of Miami, at three-years-old, he realized he could sing and spent hours replaying an old Michael Jackson VHS as he obsessively studied the King of Pop. Throughout middle school, he sang to girls in the hallway and shutdown the stage with show-stopping performances at pep rallies and talent shows. As a teen, he joined the R&B group 4thand Ocean, recording music for Warner Bros. Records. Following the group’s split, he caught the attention of Balistic Beats and dropped the single “Pree.” Not only did it light up radio in Miami, the song amassed 1.6 million Spotify streams. On its heels, he maintained this momentum with “Trilly Wonka,” which accumulated another 561K Spotify streams. The music made its way to Cash Money Records and Eighty8 was signed to the roster in 2020.

JAGMAC via Press Here Publicity for use by 360 Magazine

JAGMAC – We Found Love

Multi-talented sibling pop group JAGMAC has released their new single, “We Found Love,” via Unitas Entertainment/ONErpm. The bright, effervescent track captures the feeling of falling in love and was inspired by the beauty and lifestyle of Miami. Press HERE to listen/stream. Co-written with 3-time Grammy nominated songwriter Lord Afrixana (Beyonce, Pharrell Williams) and produced by Mike Molina (Wiz Khalifa, Lil Wayne, Fifth Harmony, Jennifer Lopez), “We Found Love” creates an unforgettable atmosphere leaving listeners enchanted with its infectious pop hook and rhythmic, uplifting melodies.

“Our new single ‘We Found Love’ was written and produced in the heart of South Florida,” shares JAGMAC. “We were inspired by beautiful tropical weather, people, and the culture of Miami. ‘We Found Love’ is a love story that everyone can relate to!”

JAGMAC has also announced their return to the west coast when they perform on Saturday, October 30th at The Mint LA in Los Angeles, CA. Tickets are on sale now. Press HERE to purchase.

About JAGMAC

Growing up in a large, lively Filipino-Polish-American household, the six-piece, whose name comes from the first initial of its members’ names from youngest to oldest: Jared, Angelique, Gabriel, Manjo, Alyssa and CJ, discovered the shared power of their talents and bright personalities as a unit and began bringing their vision as a musical group to life, delivering music with the power to resonate in every corner of the globe. By integrating sounds, styles, and spirits from around the world, JAGMAC inspires culture and music to move as one. To date, the group has tallied over 3 million YouTube views, 2.6 million Spotify streams, and received media acclaim from the likes of Billboard, Hollywood Life, KTLA, Just Jared Jr, J-14, Tiger Beat, AXS, and Substream Magazine among others. Recognizing a collective power to unite even the most seemingly disparate of vibes, the siblings have also garnered an incredible following on TikTok, accumulating over 71 million views and 740K followers.

Combining their love for pop, dance music, hip-hop, and rap, JAGMAC’s explosive, upbeat songs are impossible to categorize as any single genre. Instead, the group’s music is connected by a simple mission: to spread positivity. They’ve been successful in this mission with their hit, feel-good songs taking them to arenas and stadiums around the globe, sharing the stage with the likes of The Chainsmokers, CNCO, Becky G, and Ava Max, in addition to performing at Arthur Ashe Stadium at the US Open, Times Square for Wonderama hosted by David Osmond (nephew of Donny and Marie Osmond) and co-hosted by Coco and Breezy, and London’s iconic O2 Arena opening for Little Mix on their U.K. tour.

Since forming the band in 2014, one performance after another paved the way for JAGMAC’s quiet rise independently. Upon release, their single “Soldiers” reached #1 on Billboard‘s Breakout Chart for Dance Club Songs, peaked at #15 on the Dance Club Songs Chart, and #5 on the Commercial Pop Chart. In 2018, JAGMAC released their debut EP featuring title track Right Back With You” which shot to #6 on the Commercial Pop Top 30 in the UK and #3 on the Upfront CLUB Top 30 UK. That same year, the band was crowned Radio Disney’s Next Big Thing placing them in good company with alumni such as Shawn Mendes, Camila Cabello, Alessia Cara, and Why Don’t We. They soon returned with their sophomore EP, Like A Band, featuring lead single and title track “Like A Band” which launched to over 1 million streams and received support from Sirius XM and Spotify on the Pop Remix, Happy Beats, and Dance Rising playlists. “We Found Love” is the latest in a string of singles from the band joining “MASARAP” which pays tribute to their Filipino heritage and “Motivation” as it speaks to the moments that inspire the band to continue chasing their dreams.

For JAGMAC, 2022 is looking to be their biggest year yet, thanks to a new management partnership with Jeffery David of Cranberry Management, who guided multi-platinum band Echosmith to worldwide status. “I am so excited about all things JAGMAC and what they are about. The songs are so good and what they stand for is something the world really needs right now which is LOVE,” shares David.

It’s safe to say, JAGMAC shows no signs of slowing down. Stay tuned for even more new music from the band coming soon!

OOMPA – UNBOTHERED

Rising Rapper Oompa Evolves on New Album “UNBOTHERED”- LISTEN

“Oompa delivers a dizzying display of talent” – Consequence of Sound

“one of Bostons most successful rappers”- NPR

“Oompa has emerged from her apocalyptic meditation looking fly as hell but highly dangerous” – Vanyaland

“breaking conventional boundaries that have been placed on Female Rappers” – The Doe

Today, critically acclaimed rapper and spoken word poet Oompa has released her long-awaited, third album, “UNBOTHERED”. The “subtle force in Bostons music scene” (DigBoston) has been catching attention not only for her signature beat riding flow but for her incredibly honest and relatable storytelling. The album marks a new era, both sonically and personally, for the “visionary” artist (Performer Mag) with a buoyant production style and free-styled verses. “UNBOTHERED” delves into the timely sentiments of personal reflection and healing after a period of global and spiritual turmoil, where sadness and death seem so prominent.

 

With her debut album “November 3rd”(2016) and highly revered follow-up “Cleo”(2019) exploring the depths of loss, pain, and overcoming, “UNBOTHERED” finds Oompa in a new-found state of peace. The album unfurls Oompa’s journey of self-discovery and learning that joy is possible, despite the struggles within and around us. Through vulnerable lyricism, Oompa paints a vivid and honest picture of the duality of personal growth, “I wanted to teach myself that healing is slow and non-performative”. On her new record, Oompa is choosing to keep what she refers to as the “ugly parts” private, instead, inviting her listener to enjoy the artifacts.

 

Sonically, “UNBOTHERED” explores an intricate spectrum of sounds and moods that progress from the more somber, gospel-inspired opener “AMEN” (feat. Benji) to lighter, quirkier bops in the latter half, including the project’s infectious first single “GO” (ft. Dan DeCristofaro). That freedom of expression helped bring to life an album brimming with gems including the hard-hitting “LEBRON” and New Orleans bounce-inspired “OUTTA PATIENCE”. Both of which left a major impression with the likes of Consequence of SoundThe Ebro Show on Apple MusicDef Jam’s Double Elvis PodcastOnes to Watch, and EARMILK. Accompanying the single roll-out, was a series of ten, playful visuals aesthetically inspired by the unconventional love story told in the Melina Matsoukas film, “Queen and Slim

When reflecting on the journey to “UNBOTHERED”. Oompa mused “Over the course of my eventful life I went from knowing there had to be something I was brought into this world to do, to believing that Im here to be. I went from processing my life in mourning to accepting it and promising myself joy each day. The work seems not to be to find out what you were put on the Earth to do, but a reason to stay”

Boston fans will be able to experience songs from the album live, at the “UNBOTHERED” Album Release Show at the Paradise Rock Club on October 8th. Purchase tickets to the “UNBOTHERED” Album Release Show HERE

Guwop Artwork 1 via Republic Records for use by 360 Magazine

Guwop Reign – Flawless

18-year-old Boston-born and Atlanta-based rapper Guwop Reign uncovers a new single entitled “Flawless,” the first single from his upcoming EP Life At It’s Finest. It is available at all DSP’s via Galactic Records/Republic Records now.

Stream “Flawless”—HERE.

On the track, string samples blanket a skittering beat as his melodic flow takes flight. He delivers each line with conviction before locking into a chantable chorus punctuated by airy and effervescent harmonies.

It’s a worthy follow-up to his most recent single “Need Me.” Of the latter, iHipHop raved, “Guwop hits addictive melodies and quick flows, matching the energy of the production,” and Banger of the Day promised “you’ll have to be hitting repeat on this one plenty of times this summer.” Not to mention, it earned plugs from Enigma Online, and more. The song continues a prolific streak highlighted by “Forgot It” and “Super Pain.”

With every move, asserts himself as “Flawless” new talent.

Thus far, Guwop Reign has eclipsed 5 million-plus Soundcloud streams and earned glowing endorsements from tastemakers with Lyrical Lemonade crowning him “one of 2020’s standout stars.” Last year, he rolled through with a string of anthems, including “Demeanor.” Additionally, his fan favorite “Mulan 2” raked in a ton of streams. Lyrical Lemonade proclaimed, “The Atlanta native’s massive range shines and he is able to easily manipulate pitch and cadence to keep his songs continually interesting and simultaneously sonically pleasing.” Meanwhile, The Daily Chiefers commented, “Atlanta’s own Guwop Reign is in the fast lane and firing off nothing but bangers in 2020.”

About Guwop Reign

Music encodes life’s most important lessons. Beneath the beats and between the bars, Guwop Reign confronts the struggles of youth, depression, anxiety, friends-turned-into-foes, and relationships with a level of wisdom and perspective that belies his 16 years. The Boston-born and Atlanta-based rapper flows with the intensity of an open wound as he tightly grips each melody. Streamed nearly four million times on Soundcloud, Reign built an avid fan base with one independent anthem after another including “Money Talk,” “Fly,” and “No Love” plus tastemaker praise from Lyrical Lemonade and Elevator Magazine. Landing a deal with Galactic Records in partnership with Republic Records the young prodigy released his single “Mulan 2” in 2020 and prepares to make his full-length debut for the label. Drawing on diverse influences such as Tupac, Future, Young Thug, and Rihanna, he asserts himself as a melodic hip-hop force ready for the spotlight.

Ambassel via Interscope Records for use by 360 Magazine

J.I.D – Ambassel

Atlanta rapper/artist J.I.D has released visualizer for his track “Ambassel,” which appears on the recently released NFL Madden 22 video game soundtrack. The video spotlights the East Atlanta ‘playboy’—and former highschool/college football star—at the famed Mercedes Benz stadium, home of the Atlanta Falcons performing along to the head bopping, dizzying track. Watch the video in full HERE. The song and video is a teaser of what fans can expect from J.I.D as he works on his next album, The Forever Story. Later this month, fans will be able to catch J.I.D and his Dreamville cohort at the Red Rocks Amphitheatre in Morrison, CO returning to the live stage to do what he does best.  

About J.I.D

Born and raised in East Atlanta, Grammy nominated J.I.D grew up on his parents’ collection of classic funk/soul LPs, and broke onto the scene with his 2015 EP, DiCaprio. The EP saw him collaborating with hip-hop duo EARTHGANG, whom he’d previously joined on a 2014 tour also including Bas and Ab-Soul. This is where he was spotted by J.Cole who promptly signed J.I.D to his Interscope Records venture, Dreamville Records. Soon after signing to Dreamville, J.I.D made his major-label debut with the widely celebrated The Never Story (2017). The effort was closely followed by critically acclaimed album DiCaprio 2 (2018) which received major looks from Rolling Stone, Billboard, NPR and more. In 2019, J.I.D continued his momentum as rap’s most exciting additions with stellar contributions on Dreamville’s Platinum certified compilation Revenge of the Dreamers III which went on to debut #1 on the Billboard Top 200 charts and received multiple GRAMMY nominations including “Best Rap Album” and “Best Rap Performance.” 

J.I.D’s nimble, head-nodding lyricism and lightning fast flow has awarded him a loyal and cult-like fanbase who have joined the rapper at countless sold out shows across the globe. A mainstay on the festival circuit, J.I.D has brought down arena level crowds at Lollapalooza, Laneway Festival and would have made his Coachella debut if not for the pandemic. Not much seems out of reach for this Atlanta native who’s rise to superstardom seems almost imminent.