*With the release of his stylistically eclectic and hard-hitting debut album Cruelty, emerging artist Allocai is not merely sharing the often-harsh truths of his life experiences and his journey from darkness and pain to hope and light.
With his no-holds-barred 11-track collection, the Jamaican-born, Los Angeles based singer-songwriter is also paving the way and making it safe for indie musicians to dig deeper within themselves, own and embrace and own their feelings (no matter how painful) and find fearlessness in their vulnerability and authenticity.
The Art of the Mask Re-emerges
With a pop-driven flow that heavily incorporates a wide range of influences – rock, hip-hop, R&B, reggae, dancehall, soul, blues and classical music – Cruelty chronicles a powerful, life-altering ordeal Allocai went through with his father by empathizing the experience to the audience through emotions rather than words, with each song representing a particular feeling he experienced on his harrowing but ultimately triumphant road to recovery.
He laid the foundation for the album’s drop with three lead singles – “Hush,” “Be My Main” and his breakthrough hit “Cloud9,” which has over 1M streams on Spotify and whose video has scored over 1.5M YouTube views since its release in October 2019. The track is one of Allocai’s darkest, most trippy and intense, representing his lowest state, when “nightlife stopped working and I needed a stronger distraction. A cocktail of different drugs was my personal remedy for an even deeper escape from reality.”
Source: Allocai Shares Often-harsh Truths of His Life Experiences on Debut Album ‘Cruelty’
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