Today, Michigan rapper, singer, and songwriter NF releases his third full-length album, Perception. After the pre-order soared to #3 on Amazon’s Rap Chart and #6 on the iTunes Overall Top Albums Chart, the record has already notably stood out as Capitol Music Group’s fastest-selling D2C pre-order in 2017. Now, it currently holds spots in the Top 10 of both respective charts.
Celebrating the album’s arrival, NF uncovers the music video for his track “Outcast.” Over airy orchestration and sparse piano, he serves up scorching bars and powerful lines like, “You looking for the old me, check the morgue.” The visual mirrors that cathartic energy as he wields an ancient key to break free.
Just under the radar, Perception has become one of the fall’s most buzzed-about hip-hop releases, as focus single “Let You Down,” NF’s biggest release to date, has clocked over 5 million Spotify streams and 3 million YouTube/VEVO plays in less than two weeks’ time and hit #10 both on Spotify’s Global and its US Viral Charts. This summer, “Outro” entered the Spotify US Viral Chart at #21, followed by “Green Lights” which landed at #28 on the chart upon arrival. The cumulative streams for both tracks exceed 8 million, while combined video views surpass 6 million since August.
As part of his quiet culture infiltration, NF is fast becoming a D.I.Y. streaming phenomenon due to overwhelming fan support. Already NF took the #1 spot on the Billboard Top Rap Albums Chart with his 2016 sophomore album Therapy Session, and landed in the Top 15 of the mainstream Top 200 to boot.
NF has yielded a string of resonant viral hits.”Grindin'” impressively generated over 25 million Spotify streams, “Real” exceeded 12 million, and “Got You On My Mind,” “How Could You Leave Us,” and “Oh Lord” all racked up more than 9 million each. His music appeared everywhere from Shades of Blue and GRIMM to Empire, while “One Hundred” from the upcoming Perception sound-tracked a promo trailer for HBO’s hit show Ballers.