Buzzing 2021 Artist to Watch Lonr. Releases New Single “World”

With all eyes on 2021, rising genre-disrupting, multi-hyphenate artist Lonr. uncovers a brand new single and music video entitled “WORLD” today via Epic Records

In addition, Lonr. joined fans earlier today via a YouTube premiere livestream to launch the official music video, which also receives an all-day BET Jams premiere. Watch it via VEVO HERE.

On the track, sweeping strings wash over a glitchy beat as his voice echoes with unrestrained emotion. “WORLD” showcases Lonr.’s signature sound, braiding together the DNA of a multitude of genres together for a future-forward sound, while seamlessly showcasing his undeniable vocals and a spitfire flow. He makes confessions such as “I’m my own opponent, I create my own shit,” as the momentum mounts through intense verses and a haunting hook: “I just want the world to know.” The cinematic music video perfectly complements the concept. Isolated somewhere in a desert dystopia, Lonr. gives a gut-wrenching performance between conducting a gothic masked string session and eventually setting everything around him on fire.

“WORLD” bulldozes the way for the arrival of his second project, due out next year.

With that, Lonr. continues to evolve right in front of the culture. Land Of Nothing Real, which the 2x GRAMMY Award winner released earlier this Spring, established the singer, songwriter, rapper and producer as one of the most exciting new artists to watch. To date, the project has amassed him over 68 million streams, while single “Make The Most” ft. H.E.R. has been a breakthrough moment for him. This fall, the song catapulted to #1 on the Urban AC Radio Chart, completing a 26-week climb to the top. He took the stage at the BET Awards in June for an unforgettable performance of the track, which was the #1 most Shazam’d moment of the evening. Plus, he garnered a nomination in the coveted category of “Best New Artist” at the 2020 Soul Train Awards, placing him in good company with the likes of Snoh Aalegra and Giveon. Get the EP HERE, which alongside H.E.R. features a collaboration with 24k Goldn. Watch the video for “Make The Most” HERE.

Along with Lonr.’s impressive success, the rising artist has received a wave of critical acclaim this year. Uproxx dubbed him “a star in the making” while Elevator called him “a force to be reckoned with.” In an extensive profile, DJ Booth exclaimed that Lonr.’s music will take you on a tour of the future and that “each Lonr. song feels like a micro-feature film, the way it undulates and pulses with his affecting and raspy vocal.” Upon release, The FADER dubbed the “Make The Most” video “beautifully sad” while Ones to Watch called the song “dreamlike.” HotNewHipHop proclaimed “once again, Lonr. proves his ability to develop a catchy hook.” In addition, he was BET AMPLIFIED’s Artist Of The Month for May 2020. Billboard may have put it best surrounding the BET Awards: “After his performance of the earnest yet restrained ‘Make the Most’ had viewers’ mouths agape during the 2020 BET Awards, he just might be quietly stepping into his own spotlight.”

Watch this space for more new Lonr. music, coming soon.

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Featured Image Credit Anthony Bryant

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About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.