Beyond the obvious superficial elements of beauty that make this gorgeous artist stand out among a crowd, there lies an immense talent that is expressed and shown throughout her music. Tinashe is easily one of my favorite female acts and some of the most important moments of my life have been accompanied by elements of her music. Songs such as "Who Am I Working For", "Worth It" & "Yours" are criminally underrated, in my opinion, as they showcase her superior ability to use her incredible vocal range and tones to paint pictures that have lasted several years in my mind, however, lets move past my personal biases towards Tinashe; lets talk concrete facts.
Beginning with her debut single, "2 On" featuring SchoolBoy Q, which was easily one the most played singles of 2014, Tinashe has consistently shown her ability to deliver amazing singles in the music industry. Hits such as: "Pretend" featuring Asap Rocky and "Body Language" (Featuring Act), which followed later that year should have solidified her worth to her label. In 2015, Tinashe followed up her previous years success by releasing two hard hitting singles: "All Hands On Deck" and "Player" featuring Chris Brown, the latter of which debuted at number 43 on the Hot R&B/Hiphop songs chart. However, here is where her story takes a slight down slope.
Its astonishing how unforgiving the music industry can be if a signed artist is not constantly putting out charting records. Even as consumers, it seems we only care for hit records and when an artist is not delivering the club "bangers" that we are used to, we automatically commence the "They fell off" narrative. Starting from around 2016 with the release of her single "Joyride", it became clear that Tinashe was no longer a household name in the music industry as sentiments towards her music began to change. Did this stem from a conscious decision by Tinashe to change up her sound and focus more on her creativity or was she simply failing to produce content on the same level as her previous two years? While this may be unclear, her current position on the charts and among average listeners was clear. Fast forward to January 2017, where news broke out that Tinashe had been having "creative issues" with her label RCA and It seemed that RCA had a plan for Tinashe that she completely disagreed with. Furthermore, it was extremely unfortunate that it was in my hometown, Toronto, that Tinashe was faced with the decision to follow RCA's creative direction or simply return home; an injunction that left the new artist in a pool of her own tears.
When given such an ultimatum, you have to decide what your aspirations are, what your moral boundaries as an individual are and you have to figure out where your heart lies. Are you willing to "Sell Your Soul" and dance a routine choreographed by the devil or will you stay true to everything you stand for as an individual with solidified moral boundaries. Tinashe made her decision clear and split with RCA, choosing to keep all creative control over her music. It is safe to say that she's banking on her immense talent, which in my opinion, can take her to the realms of a Cardi B, Nicki Minaj or Rihanna in terms of success.
The lastest news regarding Tinashe is that she is rumored to have signed with Roc Nation, Jay-Z's powerhouse record label, where she will join the likes of J Cole, Meek Mill, Richanna etc. What all these artists have in common is that they are given immense creative control when it comes to all elements of their music, from their actually songs to even marketing; something that Tinashe has desired for so long, which is probably why she decided to sign there. Hopefully, her battle is over and she can finally move forward with her music career, proving to us all that she is more than just a pretty face among a slew of exploited artists.
DJ SPOTTZ© 2020