Video: Tru Life – “When I Want”

The NYC Cult Figure Shows Off His Romantic Side in the Endearing Video

11.1.2018

Critical Praise for Tru Life:

“If you’re looking for the old Tru Life, keep searching. The New York City-bred rhymer has turned over a new leaf, leaving the drama in the past and having a renewed focus on his music. It’s safe to say that his outlook on life may have changed, but his talent hasn’t. Tru Life’s still spitting bars hard enough to give these new rappers a run for their money.” XXL

The Video:

Healthy, free, and flexing his skills after years out of the limelight, Tru Life is ready to re-enter the “Best Rapper in NYC” conversation. Living it up on a weekend night, Tru Life takes his woman on a date to remember in When I Want,” his new video. Showing off his player bonafides, Tru Life brags about his skills with women, spinning a clever series of boasts and filthy sex rhymes over a hauntingly minimalist instrumental: “Never joined a gang, bitch I rep that L.E.S., yeah/Ate the p***y in my bulletproof vest, yeah.” In the video, Tru Life shows off a rare sweetness, joining his girl for bowling and foosball, treating her to Fruit Loops and fine wine, and letting her win an arm wrestling match. “When I Want” is the latest single from Walking On Water, Tru Life’s upcoming album, following the devil-may-care “Cause I Can.”

His first full-length project since his popular 2007 mixtape Tru York, Walking On Water is a testament to Tru Life’s tenacity and versatility, as the emcee brings his confrontational NYC attitude and percussive flow to modern instrumentals. Though jail time kept him away from the rap game for over half-a-decade, Tru Life maintained his connections, recruiting some of his most famous fans for his comeback album. Released by Tru Life’s own Mogul Tree label, the new album features Baddie,” featuring Future, which has over one million streams on Spotify, and the Rick Ross-featuring single Bag For It,” which has more than 3.5 million YouTube views. With additional appearances from T.I., Yo Gotti, Tory Lanez, Dave East, Don Q, Velous, and DJ ClueWalking On Water releases November 9th via Mogul Tree/EMPIRE and is currently available for pre-order.

Watch “When I Want”: https://youtu.be/A14K8cfYMyE

Buy/Stream “When I Want”: https://empire.lnk.to/WhenIwant

Pre-order Walking On Waterhttps://Empire.lnk.to/WalkingOnWater

Walking On Water tracklist:
1. Code (feat. T.I., Yo Gotti & Velous)
2. Block N*****
3. Last Night (feat. Future & DJ Clue)
4. Naked (feat. Tory Lanez & Don Q)
5. Cause I Can (feat. Velous)
6. When I Want
7. Yah Yah
8. Been Down (ft. Velous)
9. Baddie (feat. Future)
10. Bag For It (feat. Rick Ross & Velous)
11. Somebody (feat. Dave East & Jermaine Elliott)

Please contact Michelle and Scott for more info.

The Background:

Tru Life Background:

A prodigious talent well-known in NYC rap circles, Tru Life’s story is one of a promising career cut short. Briefly signed to Jimmy Iovine’s Interscope Records as a teenager, Tru Life built up buzz with mixtapes like Tru York–gritty and honest street stories delivered with clever rhymes and boundless charisma. Though he won a prodigious local following, his brash demeanor led to beef with other local rappers, such as Prodigy and Dipset’s Jim Jones. Word of his talent reached Jay-Z, who recruited Tru Life for an audition and eventually signed him to Roc-A-Fella. During his days with the Roc, Tru Life recorded a number of songs with Jay-Z, including one beef-squashing track with an appearance from Nas. Just as his stars were aligning Tru Life had a set back which landed him behind bars. Emerging from prison with ambition and a clear conscience, Tru Life quickly picked up where he left off, settling longtime feuds and sharing “Bag For It,” an infectious single with an appearance from Rick Ross, which racked up over 3.5 million views on YouTube. Now CEO of his own Mogul Tree label, Tru Life is ready to dominate the road to stardom with his upcoming project, Walk On Water.

EMPIRE Background:

EMPIRE was founded in 2010 as an artist-friendly, progressive digital distribution company. After early success, and identifying future icons such as Kendrick Lamar, Anderson .Paak, and Rich Homie Quan, EMPIRE was quickly regarded as a tastemaker in the industry and throughout the past five years evolved into a full-fledged record label, distributor and publisher for independent musicians. With the company and roster growing at a breakneck pace, EMPIRE has effectively disrupted a stale business model by bringing its energy, expertise, and acumen to its artists and labels. Today, EMPIRE works with some of music’s hottest talent, ranging from superstars such as T.I. and Snoop Dogg, red-hot newcomers such as SOB X RBE and Mozzy, and established veterans like Jim Jones and Redman. While remaining 100% independent, EMPIRE has also partnered with Atlantic Records for a joint venture, home to breakout star D.R.A.M. and propelled singles by Fat Joe & Remy Ma (“All The Way Up,” 2x Platinum), Tyga (“Taste,” 3x Platinum), and Lil Duval (“Smile”)  to the top of the Billboard Hip-Hop Charts. In April 2018, EMPIRE signed a global distribution deal with Universal Music Group for select artist projects.

EMPIRE | SNDCLD | FCBK | TWTR INSTGRM

Links:

instagram | twitter | facebook | soundcloud

“When I Want”: https://youtu.be/A14K8cfYMyE // https://empire.lnk.to/WhenIwant

“Cause I Can” ft. Velous: http://ttps://youtu.be/KL_5Iw3MuMM // https://open.spotify.com/album/1hfufwso4oWjiFDCuuD36r?si=L5tLCKCzSsuzNFR9H70Vzg

Pre-Order Walking On Waterhttps://Empire.lnk.to/WalkingOnWater

“Baddie” ft. Future: https://youtu.be/L1Uci9F-XpY / https://www.youtube.com/watch?v=P1MzTLuQDvE

“Bag For It” ft. Rick Ross & Velous: https://www.youtube.com/watch?v=fODlHqE5JbM