070 Shake was co-signed by KanyeWest -- then she had to justify the hype
“I was completely focused, to the point where I had to let go of certain things in my life,” says Shake, who almost entirely isolated herself from friends and family while recording. “From that sacrifice came emotions,” she says. “Jesus would have made the greatest album of all time if he was able to speak on his feelings.” She often speaks mystically. When asked how she fell into music, she says, “I was simply walking into something that was already written for me for many lifetimes.
Hamelin, a former member of the Canadian rock band The Stills, met Shake through former G.O.O.D. Music president Che Pope and agrees that Shake was meant to have a career in music. “She has a capacity to bring you into an emotional space that’s specific to her, and also has this very universal quality,” he says. Pusha T, who signed the singer to G.O.O.D. after West heard her music through a mutual friend, says her voice “cuts through on every song.
Raised by a security-guard mother in North Bergen, N.J., Shake would often spend time in the studio with her aunt and uncle, who recorded Christian music together. But by her late teens, she felt confined by her hometown. “I was trapped in a place that didn’t allow you to be yourself,” she says of her teenage years. At one point, she was addicted to Xanax., named after the first part of their zip code; they released their debut mixtape, the airy and brooding, later that year.
Shake started uploading her songs to SoundCloud. The hypnotic “Proud” immediately caught the attention of Miami-based promoter and social media star YesJulz, who reached out on Twitter and quickly signed on as her manager. With the support of G.O.O.D. Music and two new co-managers -- Full Stop’s Brandon Phelps and Azoff Music Management’s Damien Smith -- Shake barely skipped a beat. Her debut represents a major leap forward from -- so much so that at one point she considered changing her stage name to Dani Moon to reflect the sonic shift. She did change her Twitter and Instagram handles to the new name and it appears on her tour poster, but she’s releasing her debut as 070 Shake.
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