Like so many New Music Fridays before it, July 21 brought a cornucopia of fresh and unique sounds from all over the map.

Want to hear Travis Scott, Bad Bunny and the Weeknd get mellow and psychedelic? Raring to hear the latest dispatch from a One Direction member? Want a taste of A$AP Rocky's long-awaited next album? Is a Britney-shaped chunk missing from your musical life? Want to hear the future of K-pop? 

To these and other questions, this slew of tunes will provide answers. In the below roundup, hurtle into the weekend with wildly divergent sounds from some of music's top acts — many with sizable GRAMMY legacies.

Travis Scott, Bad Bunny, The Weeknd — "K-POP"

A week before nine-time GRAMMY nominee Travis Scott's Utopia livestream event at the Pyramids of Giza in Egypt on July 28 — which will debut his new studio album of the same name — he dropped his sixth collaboration with four-time GRAMMY winner the Weeknd.

"K-POP," the album's lead single, is rounded out by three-time GRAMMY winner Bad Bunny, in his first collab with Scott. This triple-threat track has a stony, smoldering feel, with luxurious production from Boi-1da, among others — and it's elevated by its panoramic, transportive video.

ZAYN — "Love Like This"

The former One Direction member continues his solo legacy with "Love Like This," his first new single since 2021.

Therein, ZAYN extols the virtues of throwing caution to the wind when it comes to infatuation: "Everything is on the line, but I would rather be dead/If it's gonna mean a life that's lived without you, baby," he sings. "I think I gotta take that risk/ 'cause I cannot go back."

In the video, ZAYN putters around on a motorcycle on a gorgeous day. Previously signed to RCA, the singer recently moved to Mercury Records; could "Love Like This" be the ramp-up to a new album? If so, "Love Like This" offers a tantalizing taste of what's to come.

will.i.am, Britney Spears — "MIND YOUR BUSINESS"

After the termination of her conservatorship, GRAMMY winner Britney Spears dipped a toe back into her music career in 2022 with "Hold Me Closer," a duet with Elton John that includes elements of "Tiny Dancer," "The One" and "Don't Go Breaking My Heart."

Now, she's back in earnest with "MIND YOUR BUSINESS," a sassy, pulsing, electronic duet with seven-time GRAMMY winner will.i.am of Black Eyed Peas fame. The track marks the pair's fourth team-up, and first since 2014's "It Should Be Easy" from Spears' Brtiney Jean.

NewJeans — "ETA"

GRAMMY.com called NewJeans one of 10 K-Pop rookie girl groups to watch in 2023, and keeping ears on them has paid off. On July 21, they released their new EP, Get Up, to critical acclaim: NME declared that "​​no one can hold a candle to K-pop's rising wonder girls."

Concurrently with the release of Get Up, they released a joyous, iPhone-shot music video to its effervescent single, "ETA," in which a group of girls find a friend's boyfriend making moves on another lady.

Chris Stapleton — "White Horse"

Chris Stapleton's last album, 2020's Starting Over, helped the country crooner make a clean sweep at the 2022 GRAMMYs. At that ceremony, he won golden gramophones for Best Country Solo Performance ("You Should Probably Leave"), Best Country Song ("Cold") and Best Country Album ("Starting Over").

On Nov. 10, the eight-time GRAMMY winner will release his next LP, Higher. As he revealed the news on July 21, Stapleton also unveiled a majestic rocker of a single, "White Horse." "If you want a cowboy on a white horse/ Ridin' off into the sunset," he sings thunderously, "If that's the kinda love you wanna wait for/ Hold on tight, girl, I ain't there yet."

A$AP Rocky — "RIOT (Rowdy Pipe'n)"

For his latest track, A$AP Rocky dropped a stylish, charming short film for Beats depicting a harried diaper run (a fitting narrative for the new dad, soon to be dad of two, with partner Rihanna). That only contains a minute of the song, though; it's worth luxuriating in the whole thing.

To an uneasy, lumbering beat, Rocky extols a lifestyle to die for ("My wife is erotic/ I'm smokin' exotic/My whip is exotic") as well as his unparalleled connections ("I just call designers up, I free ninety-nine it").

Backed by 13-time GRAMMY winner Pharrell, "RIOT (Rowdy Pipe'n)" is said to be the first single from A$AP Rocky's long-awaited fourth album, Don't Be Dumb; if the quality of the track is any indication, it'll be worth the long haul.

Road To 'Barbie The Album': How Mark Ronson Dolled Up The Movie's Polished Pop Soundtrack

Since Ice Spice first caught our attention two summers ago, she's been nothing short of a rap sensation. From viral hits like her breakout "Munch (Feelin' U)," to co-signs from Drake and Cardi B, to a Best New Artist nomination at the 2024 GRAMMYs, the Bronx native continues to build on her momentum — and now, she adds a debut album to her feats.

Poised to be one of the hottest drops of the summer, Y2K! expands on Ice Spice's nonchalant flow and showcases her versatility across 10 unabashedly fierce tracks. She dabbles in Jersey club on "Did It First," throws fiery lines on lead single "Think U the S— (Fart)," and follows the album's nostalgic title with an interpolation of an early '00s Sean Paul hit on "Gimmie a Light."

Y2K! also adds more star-studded features to Ice Spice's catalog, with Travis Scott, Gunna and Central Cee featuring on "Oh Shh...," "B— I'm Packin'," and "Did It First," respectively. At the helm is producer RiotUSA, Ice Spice's longtime friend-turned-collaborator who has had a hand in producing most of the rapper's music — proving that she's found her stride.

As you stream Ice Spice's new album, here are five key takeaways from her much-awaited debut, Y2K!.

Ice Spice is one of the few ladies holding down the New York drill scene on a mainstream level. She's particularly rooted in Bronx drill, a hip-hop subgenre known for its hard-hitting 808s, high-hats and synthesizers — and according to the sounds of Y2K!, it’s seemingly always going to be part of her artistry.

"It's always time to evolve and grow as an artist, so I'm not rushing to jump into another sound or rushing to do something different," Ice Spice told Apple Music of her tried-and-true musical style. 

While Y2K! may not be as drill-driven as her debut EP Like…?, the album further hints that Ice isn't ready to retire the sound anytime soon. The subgenre is the dominant force across the album's 10 tracks, and most evident in "Did It First," "Gimmie a Light" and "BB Belt." Even so, she continues her knack for putting her own flair on drill, bringing elements of trap and electronic music into bops like "Oh Shhh…" and "Think U the S— (Fart)."

Minus a few tunes, all of Ice Spice's songs start off with her signature "Stop playing with 'em, Riot" catchphrase — a direct nod to her right-hand man RiotUSA. Ice and Riot met while attending Purchase College in New York, and they've been making music together since 2021's "Bully Freestyle," which served as Ice's debut single. "As I was growing, she was growing, and we just kept it in-house and are growing together," Riot told Finals in a 2022 interview.

Riot produced every track on Like.. ? as well as "Barbie World," her GRAMMY-nominated Barbie soundtrack hit with Nicki Minaj. Their musical chemistry continues to shine on Y2K!, as Riot had a hand in each of the LP's 10 tracks.

In a surprising move, though, Ice doesn't just lean on Riot this time around. Synthetic, who worked on Lil Uzi Vert's GRAMMY-nominated "Just Wanna Rock," brings his Midas touch to "Think U the S—." Elsewhere, "B— I'm Packin'" is co-produced by Riot, Dj Heroin, and indie-pop duo Ojivolta, who earned a GRAMMY nomination in 2022 for their work on Kanye West's Donda. But even with others in the room, Riot's succinct-yet-boisterous beats paired with Ice's soft-spoken delivery once again prove to be the winning formula.

Named after Ice Spice's birthdate (January 1, 2000), her debut album celebrates all things Y2K, along with the music and colorful aesthetics that defined the exciting era. To drive home the album's throwback theme, Ice tapped iconic photographer David LaChapelle for the cover artwork, which features the emcee posing outside a graffiti-ridden subway station entrance. LaChapelle's vibrant, kitschy photoshoots of Mariah Carey, Lil' Kim, Britney Spears, and the Queen of Y2K Paris Hilton became synonymous with the turn of the millennium.

True to form, Y2K!'s penultimate song and second single "Gimmie a Light" borrows from Sean Paul's "Gimme the Light," which was virtually inescapable in 2002. "We really wanted to have a very authentic Y2K sample in there," Ice Spice said in a recent Apple Music Radio interview with Zane Lowe. Not only does the Sean Paul sample bring the nostalgia, but it displays Ice's willingness to adopt new sounds like dancehall on an otherwise drill-heavy LP.

Taking the Y2K vibes up another notch, album closer "TTYL," a reference to the acronym-based internet slang that ruled the AIM and texting culture of the early aughts. The song itself offers fans a peek insideIce's lavish and exhilarating lifestyle: "Five stars when I'm lunchin'/ Bad b—, so he munchin'/ Shoot a movie at Dunkin'/ I'm a brand, it's nothin.'"

Whether she's flaunting her sex appeal in "B— I'm Packin'" or demanding potential suitors to sign NDAs in "Plenty Sun," Ice exudes confidence from start to finish on Y2K!.

On the fiery standout track "Popa," Ice demonstrates she's in a league of her own: "They ain't want me to win, I was chosen/ That b— talkin' s—, she get poked in/ Tell her drop her pin, we ain't bowlin'/ Make them b—hes sick, I got motion." And just a few songs later, she fully declares it with "BB Belt": "Everybody be knowin' my name (Like)/ Just want the money, I don't want the fame (Like)/ And I'm different, they ain't in my lane."

For Ice, "baddie" status goes beyond one's physical attributes; it's a mindset she sells with her sassy delivery and IDGAF attitude.

In album opener "Phat Butt," Ice boasts about rocking Dolce & Gabbana, popping champagne, and being a four-time GRAMMY nominee: "Never lucky, I been blessed/ Queen said I'm the princess/ Been gettin' them big checks in a big house/ Havin' rich sex," she asserts.

Further down the track list, Ice Spice firmly stands in her place as rap's newest queen. In "BB Belt," she raps, "I get money, b—, I am a millionaire/ Walk in the party, everybody gon' stare/ If I ain't the one, why the f— am I here, hm?"

Between trekking across the globe for her first headlining tour and lighting up the Empire State Building orange as part of her Y2K! album rollout, Ice Spice shows no signs of slowing down. And as "BB Belt" alludes, her deal with 10K Projects/Capitol Records (she owns her masters and publishing) is further proof that she's the one calling the shots in her career.

Whatever Ice decides to do next, Y2K! stands as a victory lap; it shows her prowess as drill's latest superstar, but also proves she has the confidence to tackle new sounds. As she rapped in 2023's "Bikini Bottom," "How can I lose if I'm already chose?" Judging by her debut album, Ice Spice is determined to keep living that mantra.

July has graced us with a diverse array of new music from all genres, lighting up dance floors and speakers everywhere.

The last weekend of the month brings exciting new collaborations, including another iconic track from Calvin Harris and Ellie Goulding, as well as a fierce team-up from Paris Hilton and Meghan Trainor. Halsey and Muni Long offered a taste of their forthcoming projects, while Jordan Davis and Miranda Lambert each delivered fun new country tunes. 

In addition to fresh collabs and singles, there's a treasure trove of new albums to uncover. Highlights include Ice Spice's Y2K!, Rakim's G.O.D., Sam Tompkins' hi, my name is insecure, Wild Rivers' Never Better, Tigirlily Gold's Blonde, and kenzie's biting my tongue.

As you check out all the new music that dropped today, be sure you don't miss these 10 tracks and albums.

Although fans anticipated Machine Gun Kelly's next release to mark his return to hip-hop, no one seems to be complaining about "KellyRoll." Embracing the trend of venturing into the country genre, mgk teams up with fellow GRAMMY-nominated artist Jelly Roll on their newest track, "Lonely Road."

The genre-blending track interpolates John Denver's classic "Take Me Home, Country Roads." However, unlike Denver's sentimental ode to the simplicity of rural life, mgk and Jelly Roll reinterpret the track through the lens of romantic relationships that have come to a, well, lonely end.

As mgk revealed in an Instagram post, "Lonely Road" was a labor of love for both him and Jelly Roll. "We worked on 'Lonely Road' for 2 years, 8 different studios, 4 different countries, changed the key 4 times," he wrote. "We finally got it right."

In another interpolation special, Halsey samples not one but two classics in their latest single, "Lucky." The song's production features elements of Monica's 1999 hit "Angel of Mine," while the chorus flips Britney Spears' fan-favorite "Lucky" into a first-person narrative.

While Halsey has always been a transparent star, their next project is seemingly going to be even more honest than their previous releases. After first revealing their journey with lupus with the super-personal "The End" in June, "Lucky" further details their struggles: "And I told everybody I was fine for a whole damn year/ And that's the biggest lie of my career."

Though they haven't revealed a release date for their next project, Halsey referred to her next era as a "monumental moment in my life" in an Instagram post about the "Lucky" music video — hinting that it may just be their most powerful project yet.

Read More: Everything We Know About Halsey's New Album

Ahead of Paris Hilton's forthcoming album, Infinite Icon — her first in nearly 20 years — the multihyphenate unveiled another female-powered collaboration, this time with Meghan Trainor. Co-produced by Sia, "Chasin'" is a lively pop anthem about discovering self-worth in romantic relationships and finding the strength to walk away from toxicity.

"She is the sister I always needed and when she calls me sis, I die of happiness inside," Trainor told Rolling Stone about her relationship with Hilton. Coincidentally, Trainor first wrote the track with her brother, Ryan, but the pop star was waiting for the right collaborator to hop on the track — and Hilton was just that.

"We made something truly iconic together," Trainor added. "It was a bucket list dream come true for me."

A highly awaited return to music after eight years, Australian electro-pop duo Empire Of The Sun are back with their fourth studio album, Ask That God.

"This body of work represents the greatest shift in consciousness our world has ever seen and that's reflected in the music," says member Lord Littlemore in a press statement.

Like their previous work that transports listeners to a different universe, this album continues that tradition with trancey tracks like lead single "Changes" and the thumping title track. Ask That God offers a chance to reflect on the blend of reality and imagination, while also evoking the radiant energy of their past songs.

Dance music's collaborative powerhouse, Calvin Harris and Ellie Goulding, are back with another summer hit. Their latest track, "Free," marks the fourth collaboration between the duo — and like their past trilogy of hits, the two have another banger on their hands.

The track debuted earlier this month at Harris' show in Ibiza, where Goulding made a surprise appearance to perform "Free" live. With Harris delivering an infectious uptempo house beat and Goulding's silky vocals elevating the track, "Free" proves that the pair still have plenty of musical chemistry left.

Post Malone's transition into country music has been anything but slow; in fact, the artist went full-throttle into the genre. The  New York-born, Texas-raised star embraced his new country era with collaborations alongside some of the genre's biggest superstars, like Morgan Wallen and Blake Shelton. Continuing this momentum as he gets closer to releasing F-1 Trillion, Post Malone teams up with Luke Combs for the new track "Guy For That."

The catchy collaboration tells the story of a relationship that has faded, where the protagonist knows someone who can fix almost anything, except for a broken heart. It's an upbeat breakup song that, like Post's previous F-1 Trillion releases, can get any party going — especially one in Nashville, as Malone and Combs did in the track's music video.

Just one month after Surfaces released their latest album, good morning, the duo's Forrest Frank unveiled his own project, CHILD OF GOD — his debut full-length Christian album. Among several features on the LP, one of the standouts is with GRAMMY-winning artist Tori Kelly on the track "Miracle Worker."

Over a plucky electric guitar and lo-fi beats, Frank and Kelly trade verses before joining for the second chorus. Their impassioned vocals elevate the song's hopeful prayer, "Miracle Worker make me new."

Their collaboration arrives just before both artists hit the road for their respective tours. Frank kicks his U.S. trek off in Charlotte, North Carolina on July 31, and Kelly starts her world tour in Taipei, Taiwan on Aug. 17.

Since their debut in 2022 with "Tippy Toes," Japanese girl group XG has been making waves and showing no signs of slowing down. With their first mini album released in 2023 and now their latest single, "SOMETHING AIN'T RIGHT," the group continues to rise with their distinctive visuals and infectious hits.

The track features a nostalgic rhythm reminiscent of early 90s R&B, showcasing the unique personalities of each member. As an uptempo dance track, it's designed to resonate with listeners from all across the globe.

"SOMETHING AIN'T RIGHT" also serves as the lead single for XG's upcoming second mini album, set to release later this year.

For nearly 15 years, Mustard has been a go-to producer for some of rap's biggest names, from Gucci Mane to Travis Scott. On the heels of earning his first Billboard Hot 100 chart-topper as a producer with Kendrick Lamar's "Not Like Us," he's back with his own collaboration-filled project.

Faith of a Mustard Seed features a robust 14-song track list with contributions from Vince Staples, Lil Yachty, Charlie Wilson, and more. The LP marks Mustard's fourth studio album, and first since 2019's Perfect Ten.

In an interview with Billboard, Mustard shared that the album's title is an ode to late rapper Nipsey Hussle, who suggested the title during one of their final conversations before his untimely death in 2019. And once "Not Like Us" hit No. 1, Mustard knew it was time to release the long-in-the-making album.

Every album comes with a backstory, but not many come with two. Rakim's new project G.O.D's Network (REB7RTH), out July 26, came together in a few quick months, from signing a deal in February 2024 to completion in June. The process was spurred by one dedicated A&R person frantically combing through his network of rappers to get guest verses over beats produced by the God MC himself.

But to hear that A&R man, Matt "M80" Markoff, tell it, creating the seven-song project didn't take four months. It took four years.

"I've known [Rakim's longtime manager] Matt [Kemp] and Rakim since 2007," Markoff tells me when I get him on the phone in late June. "They're used to getting calls from me a couple of times a year just for, like, show referrals, verse referrals, things of that nature."

Back at the beginning of the pandemic, Markoff had been talking to the folks at Fat Beats, the venerable record store-turned-distributor that's a huge name in independent hip-hop. He mentioned Rakim's name to the company, and Fat Beats responded that they'd love a project from the God MC. The original pitch, Markoff remembers, was "a three or four song EP with some remixes."

Rakim quoted his price, Fat Beats agreed, and the project was underway, with the emcee meeting with producers to look for beats. But Rakim, who hasn't released a solo album since 2009's The Seventh Seal, is not one to be hurried.

"Ra was having [DJ] Premier and Pete Rock and Ninth Wonder and some of these people come to the studio," Markoff says. "Because of scheduling conflicts and stuff and, you know, normal course of life, it just wasn't right. The vibe wasn't there."

That's where Jazzy Jeff came into play. Rakim and the legendary DJ began working together and, per Markoff, it "just meshed." It seemed like, instead of a handful of songs, a full-length record was in the offing.

"As soon as they finish the first song, I walk into Fat Beats and say, ‘Hey, this is what we're doing now,'" the A&R man recalls. "Instead of Rakim with random producers, it's Rakim/Jazzy Jeff. That'll be huge."

Then…nothing.

A few years pass, and the Rakim and Jazzy Jeff project is still unfinished. (Rakim described its status as "We have a couple records already done.") Fat Beats, which was on the auction block (it was eventually sold in March 2024), wants its money back. Rakim obliges, and everyone seems set to forget about the whole thing.

Markoff, however, was not about to give up on working with the man he calls "my favorite emcee of all time."

The revamped album started its life as not an album at all. Instead, the original conception was a model Markoff had used before: licensing beats by people not typically thought of as producers. In this case, he'd be offering aspiring rappers the chance to get beats by arguably the most influential rapper of all time. 

"He's taken people who are not necessarily known as producers and put together beat packages for them," manager Matt Kemp says of Markoff. "And then, one of the things he does is he goes out and he licenses those beats through a company that he has. If you're a European artist that wouldn't necessarily have access to things like that, you can get it."

So that, as of February of this year, was the (revamped) plan: have Rakim do six beats and one verse, and sell non-exclusive licenses, so that any rapper, anywhere in the world, who wants to use them in a song of their own could do so. This, indeed, was a vision that was followed through all the way to the finish line — you can see the end result released July 12, priced between $700-$1,050 depending on what you want to do with the beats and the rhyme, here.

But along the way to creating that package, things got significantly more complicated. As Rakim was making the beats, he found he really liked them. In some cases, he even wanted to rhyme on them himself.

"As the beats started coming together and Rakim was really in the studio and we started putting the rhymes onto them, we realized that it was bigger just than that [original vision]," Matt Kemp said.

The wheels started turning. Rakim, the God MC, as a producer? That would be a project worth sharing with the world, not just a few aspiring artists.

As it turns out, unbeknownst even to many Ra fans, the rapper has been making beats since the beginning. In fact, he produced — and played drums on — one of Eric B and Rakim's classic songs, 1992's "Juice (Know the Ledge)." So producing an entire project didn't seem like such a big stretch after all. 

"I always was attached to making beats," Rakim explains to me. "But I got to the point where I'm confident with my production now. I got the chance to produce the album and jumped at the opportunity." 

Rakim, as has been well documented over the years, comes from a musical family. His older brother Ronnie was a keyboard player of some note with his own claim on rap history, his other brother Stevie is also keyboardist who performed on some Eric B. and Rakim songs, and the rapper's aunt is the late R&B legend Ruth Brown. So when making beats, Ra will often play drums, bass, guitar, or piano. (He cops to enlisting one of his brothers if the keyboard part gets too complicated.)

He describes his production style this way: "You try to add on to the sample, and enhance certain sounds that you hear. Or you might just add a melody that you feel enhances the sample as well." 

In addition to playing instruments on the project, Rakim also plays the turntable.

"I always knew how to DJ, and I like being able to enjoy the project from a different seat," he tells me. "I enjoyed putting the music together, coming up with the scratch patterns."

So with the musical side of the equation firmly in place, what about the vocals? Rakim was inspired to add verses on a few songs, and hooks on a few more.

"It's mostly a project that I was supposed to be producing," he explains. "In the midst of that, there's certain beats that I'm playing and I'm like, ‘I gotta rhyme on this one,' or, ‘I got a rhyme that fits this one perfectly.'"

The question was, what to write about? After a decade and a half without an album, the rapper had a lot to discuss, and needed to find new ways to say it.

For the project's lead single, "BE ILL," he got in plenty of internal rhymes. And the song's tempo allowed him to come up with different rhythms.

"When tracks are at that speed, I'm able to manipulate time and space to come up with different rhythms because I have so much time and space to deal with," he says. "It was one of them songs I loved rhyming to. Just having fun with words and phrases, and at the same time having so much on my mind to say."

"I'm trying to say a lot of things," Ra admits when discussing his writing on the album. "It's hard to just come back and say a verse when you've been gone so long. So I tried to be very specific and cautious with the words that I chose, and try to be entertaining at the same time. So it was a little nerve wracking."

Even with Rakim's vocal contributions (he ends up with either verses or hooks on six of the project's seven tracks), more was needed to complete the songs. That's where Markoff really got going.

"Literally, I didn't waste a single day," he remembers. "I was calling the artists in my network. I reached out to each artist one by one, and let each artist go through the folder [of beats] with me and make their picks."

Among the artists Markoff reached out to were several members of the Wu-Tang Clan. He has a long relationship with the crew, having worked with them on several projects including the well-regarded 2005 album Wu-Tang Meet the Indie Culture.

Markoff recalls the exact moment when he lined up Wu member Masta Killa for his appearance on what became "BE ILL."

"I was at the first ever Wu-Tang Clan residency in Vegas, and I told Masta Killa, ‘Dude, I just got these Rakim beats 10 minutes ago.' I played 10 seconds of the second beat, which was the beat for ‘BE ILL.' And he was like, ‘That's the one.'" 

A different Wu-Tang show was responsible for one of the album's other notable guest appearances, Cash Money stalwart B.G. The two met at the concert, and the Louisiana rapper was in the studio "48 hours later," Markoff recalls.

For a handful of artists he had good long-term relationships with, Markoff let them choose which of Rakim's beats they wanted to rap over. In addition to Masta Killa, he names Chino XL, Hus Kingpin, 38 Spesh, and TriState as being on that short list. After that, he says, it was all his decision. 

The end result is a list of some of the top rappers in his Rolodex: Kool G. Rap, Method Man, Kurupt, Canibus, KXNG Crooked, Skyzoo, Joell Ortiz, and many more — including an outro from Snoop Dogg. But one of the most surprising things on the tracklist is that a number of the guests aren't alive anymore.

Nipsey Hussle, Prodigy, DMX, and Fred the Godson have verses on the record. All of them were people Markoff had worked with in some capacity over the course of his career. He says that all of the verses were "in my stash or under my ownership." So when he was looking for material for the Rakim project, they were a perfect fit.

The Nipsey Hussle contribution in particular stood out so much that the entire song, "Love Is the Message," was designed around it. The project's engineer placed Neighborhood Nip's verse first, and everyone else listened to that when recording.

"We kind of glorified who he is, and came up with the title ‘Love Is the Message' to put everything in perspective," Rakim tells me. "So everybody vibed off of that and everything that we implemented had to have that feel or had to be in that direction." 

One thing Rakim noticed as he was listening to the contributions coming in? Many of them were paying tribute to him. In particular, B.G. says in his verse that he's "on a song with the greatest." 

"To hear things like that from my peers is a beautiful thing," says Rakim, who also admits to tearing up when hearing Snoop Dogg praise him on the outro of one of the album's songs. "Hip-hop is one of the more, I guess, feisty genres. It's hard to get that love from your peers. So it's a real blessing to hear it from people like that, to hear what they think of you and to say that on records. A lot of people might think that of you, but would never say it on a record."

For Markoff, B.G.'s tribute was particularly meaningful because of the rapper's history. He began his career in a duo, and later a quartet, with another rapper sometimes considered the greatest of all time, Lil Wayne.

"For B.G. to have that history, but acknowledge Rakim — I was speechless," Markoff confides. "It was really cool to see. It's like, ‘I'm not just going to say my partner, my friend, my confidant Lil Wayne's the best because we grew up together.'"

Finally, after all the guest verses came in, the project was ready. Seven songs, entirely produced by Rakim, with raps by him and a broad cross-section of artists. The question, then: what exactly is this project? An album? An EP? Rakim's big comeback? A teaser for his eventual full-length return?

To Markoff, none of these labels are important. He's not concerned about fans being disappointed that a project under Rakim's name features only a handful of the rapper's verses.

 "The fan is going to look at it however they want to look at it," he says. "The negative people will stay negative. It wouldn't matter if it was the greatest album of all time. The positive people that are so grateful that I stepped up to the plate to help bring new Rakim music to the world are going to love it."

After all, he continues, "The whole point originally when we started making it was letting his peers shine on Rakim beats. The fact that this project morphed into something that Rakim literally is on 95% of, I couldn't have asked for more of a blessing."

So Matt Markoff, the boy who fell in love with Rakim's music at 12 is now, three decades later, putting out music from his hero.

"Dream fulfilled," he says right before we hang up. "Now I gotta figure out what I'm going to do for the rest of my life." 

Ever since it first began in 2012, KCON has been a delightful surprise for attendees. Turn right on the convention floor, you might receive a goodie bag filled with high-quality skin care products. Turn left, and you could stumble into the first-ever performance of a K-pop group in the U.S. All this happens before the main concert even begins at night.

Returning to the L.A. Convention Center and Crypto.com arena from July 26-28, this year’s hybrid South Korean pop culture festival-convention event will host over 20 artists. 

The line-up ranges from popular acts around like ENHYPEN and NCT 127 to '90s K-pop legends g.o.d and hip-hop icon Tiger JK (aka Drunken Tiger), plus burgeoning acts, including the newly formed seven-member girl group, IZNA, from the TV competition show I-LAND 2. KCON L.A. 2024 offers an array of musical exploration for anyone enraptured by the South Korean music scene. 

Read more: 11 Rookie K-Pop Acts To Know In 2024: NCT Wish, RIIZE, Kiss Of Life & More

After days of meet-and-greets, showcase performances, and a special KCON Stage, each night of this year's KCON will culminate in a full-blown concert that will air in South Korea as part of the M Countdown music show.

Whether you’re a fan of soloists like Taemin, Zico or Bibi, girl groups like Kep1er and NMIXX, or boy bands like Zerobaseone and TWS, this KCON is undoubtedly for you. There are also surprises for anyone intrigued by changing entertainment technology, like Apoki, a virtual singer designed as a bunny from outer space. 

While you may not (yet!) be a fan of all these artists, familiarize yourself with all that they have to offer with this playlist featuring some of their most popular and newest songs ahead of this year’s KCON L.A.