Golden Rules

Golden Rules


South London producer Paul White and Florida vocalist/rapper Eric Biddines are Golden Rules.  Today the duo share Never Die, featuring Yasiin Bey (formerly Mos Def).  The languid yet life-affirming track is lifted from their debut album, Golden Ticket, a collection of soulful, psychedelic hip-hop due for release on 7th August via Lex Records. Animated lyric video and album artwork directly inspired by Golden Rules' music and created by acclaimed artist Steve Powers / ESPO.

Some context: Paul White counts Madlib and Diplo among his fans and is best known for his production for the likes of Danny Brown and Charli XCX.  Described as “a 21st Century DJ Shadow” (The Independent), he’s released several hip hop-related albums, an EP on Stones Throw with Homeboy Sandman, and an experimental album on cult electronic label R&S.  This is his first full-length collaboration with a single artist.

Eric Biddines has an unusual background for a rapper: brought up in a Jehovah’s Witness household on a Florida farm, he spent his childhood listening to Al Green and Motown before falling heavily for Southern rap in his teens.  With no local music industry, he built his own label and released several albums independently.  His 2013 album Planetcoffeebean 2 was a breakthrough, garnering support from Complex and 2DopeBoyz and regular video rotation on MTV Jams.

After discovering Planetcoffeebean 2 online, Paul White sent some beats over email on the off-chance Eric would listen to them and a few days later was surprised to find several finished tracks in his inbox.  The chemistry was obvious: Eric’s molasses-thick harmonies and laid-back storytelling rap verses were a perfect match for Paul’s offbeat and addictively catchy tracks.  Before long Eric was on a plane to London to plan an album and form their group. 

Auntie Pearl’s House
The Let Down
It’s Over
Don’t Be
Talkin’ ‘bout
Down South Boogie
Never Die ft Yasiin Bey
Fogged Window
Holy Macaroni
Making A Move
Play Some Luther
Life’s Power
The Golden Ticket

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