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Sheff G is making his presence felt even from behind bars with his latest single, “Drum Dummy - a beautifully executed stripped-down, melodic tune accompanied by a genuinely tear-jerking animated visual - once again showing his depth and range far beyond the drill genre.
Released on his birthday, “Drum Dummy” is a smooth, surprisingly gentle single reflecting on his tumultuous past and inspiring rise to the top that could almost be described as a street lullaby. The light, soulful instrumental production by Great John is perfectly executed as always - featuring a beautiful piano melody and just the right touch of bass to accent Sheff’s one-of-a-kind vocal and signature melodic flow, itself its own instrument.
Big shoutout to Aylo, the mastermind behind the animated masterpiece of a music video. In addition to being visually striking, the video is impressively cinematic and filled with all kinds of inside references for those who have been following along - from the “The Deep End” food truck (re: Sleepy Hallow’s hit song “Deep End Freestyle”, the “RIP Pop” in his notebook (re: Sheff’s relationship with the late Pop Smoke), to the conclusion of the video that shows him reuniting with who could only be his right hand man, Sleepy Hallow (made certain by the skeleton tattoo on his literal right hand). It wouldn’t be much of a leap to think that we’re seeing Sheff ride the train into the sky to join Sleepy in “2055” - the idea of a far off place free from worry introduced in his own Aylo-directed visual for the toned-down, unlikely smash hit off his recent project ‘Still Sleep?’ (now with over 36M views and over 150M Spotify streams).
Sheff G and Sleepy Hallow are two of the most talented and exciting young artists in the game - undisputed early pioneers of the widely popular Brooklyn drill sound (along with artists like Pop Smoke, 22Gz, Fivio Foreign, and more) and undeniable front runners of the new generation of artists rising out of NYC. During their rise over the past few years, the Winners Circle artists have shown their dominance of the drill sound, but have also separated themselves from the pack by showing a diverse range and ability to create hits, melody-driven songs with broad crossover appeal.
Following Sheff’s debut 2019 project, ‘The Unluccy Luccy Kid’ - containing breakout hits “We Getting Money” and Sleepy collab “Flows” - Sheff has consistently dropped quality music. In 2020 he dropped ‘One and Only’ including popular tracks “Moody”, “Weight On Me” feat. Sleepy Hallow, and “No Suburban, Pt. 2” (the follow up to the infamous “No Suburban”) followed by ‘Proud Of Me Now’ - including tracks like “Mistakes”, “Tip Toe”, and “No Negotiations”. This year, he dropped a number of singles like “WINNERS” featuring New York’s favorite comedian-turned-rapper, Ron Suno and “Start Some Shyt” - before he was unfortunately arrested in July, and since has been held until trial. Not one to let legal troubles slow him down, since then he’s dropped his biggest songs of the year - “On Go” feat. the red-hot Polo G, the long-awaited A Boogie collab “Run It Up” also featuring Sleepy (accompanied by the ungettable Clermont twins for the music video), and now “Drum Dummy”.
At this point, it’s pretty undeniable that Sheff G, Sleepy Hallow, and Great John of Winners Circle Entertainment are three of the brightest young talents in hip hop. Despite the ups and downs, they have always delivered top quality, original, and forward-thinking music that resonates with the masses. Given their overwhelming talent, the reception to Sheff’s recent singles, his superstar hometown-hero status, as well as the success of Sleepy’s “2055” - the smart money says “Drum Dummy” is set to be Sheff’s next big single (amazingly, the third one since his arrest just two months ago).
Check out the beautifully animated visual for Sheff G’s “Drum Dummy” below (directed by Aylo) - and wishing Sheff a happy birthday and speedy return home.
