SSG Splurge’s new album, Umbrella Business, represents a fresh evolution for the Texas rapper, taking his intense, bass-heavy sound into bolder territory. Building on the raw, minimalist aesthetic that first put him on the map, Umbrella Business sees Splurge sharpening his style with heavier beats, moodier melodies, and a stronger emphasis on storytelling. Working once again with frequent collaborator Beat by Jeff, along with new producers, Splurge adds depth to his sound while maintaining his gritty vocal delivery and signature, high-impact two-minute tracks.
Raised in Arlington by his mother, who shouldered the responsibility of raising three children while his father was incarcerated, Splurge’s early years were marked by struggle and resilience. His school years were tumultuous, and he eventually left high school to navigate street life. Though he started rapping casually at 15, it was the 2018 track “Backwoods” that launched his career. Its minimalist, bass-driven production—paired with Splurge’s raw, unfiltered style—distinguished him from the melodic trap wave and solidified his dark, uncompromising sound.
Following the success of “Backwoods,” Splurge dropped his debut mixtape, GlockEeeee, in June 2018, entirely produced by Beat by Jeff. This release became a defining project, showcasing Splurge’s intense lyrics over Jeff’s thunderous 808s. He maintained his momentum that year with three additional releases: Glen Baby and No Melody in August, followed by SPLURGE GO! in November, which included the fan-favorite “Intro Pt. 2,” a track that amassed millions of views on WorldStarHipHop.
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Smart Link:
https://onerpm.link/umbrellabusiness
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