Found in the Inbox: Frenchie and M80 “Hit the Ground” Running

Honesty, integrity and hard work: the Rive Video Promotion campaign for “Hit the Ground” opens with that trifecta and argues Frenchie has all three. The Bricksquad member was raised in South Jamaica, Queens, split years between there and Atlanta and, by the campaign’s account, was the hardest-working artist out at the time.

Queens to Atlanta and back

Travel shaped the music. “I’m always up for an adventure,” Frenchie says. “I was one of the only ones from my ‘hood to hop on the train; to see Brooklyn, to see the Bronx. I been through the Carolinas, Virginia – I spent half my life in Atlanta.” The influences are close to home: “Gucci, that’s my boy. Banks, 50 Cent, Yayo – those are dudes from my neighborhood, and they made it out. LL Cool J, some of the older cats…and One Republic.”

“The concepts come from the beats”

“My style is universal,” Frenchie explains. “I’ll go wherever the tempo takes me…the concepts come from the beats. Certain beats speak to my soul. It has to feel live.” The campaign points to more than forty self-produced videos on WorldStar and years of YouTube uploads with millions of collective views. “The Internet is the number-one promotional tool in the world,” Frenchie says.

Why it was in the inbox

The quote that sums up “Hit the Ground” is about the grind: “Sometimes, I wanna close my eyes and sleep, but I’d never allow myself to do that – not till I’m in a coffin. I work hard, I go hard.”

Watch the official video

Quotes and release details from Rive Video Promotion’s campaign for “Hit the Ground” ft. M80. This feature updates Exposed Vocals’ original April 2016 post.