It’s been a long time coming for Jack Preston‘s new album, End Of The Future. Nearly five years after his last full-length (2010’s The Sonikah Project), the Atlanta-based emcee/producer/multi-instrumentalist’s vision has finally manifested. At 13-tracks, the LP is a phenomenal blend of hip hop, jazz, and electronic music mixed with live instrumentation. Bay Area producer Jon Bom is behind the boards – just as he was on The Sonikah Project – and contributions surface from The Dojo Collective, Sa-Roc, blctxt, MICAHteer, Yamin Semali, and Alex Lee (of LeVice).
Exhibiting an intensified sense of stylistic command and musical growth, End Of The Future‘s sound is vibrant and dynamic. Each song threads together a narrative of self-reflection and exploration over Bom’s spacey synths, suffused with hints of old West Coast G-Funk and southern charm that channels the spirit of predecessors like the Dungeon Family and UGK. With rightful comparisons to Oddisee and both members of Outkast, Preston wields both rhyme and melody as he navigates moments of his journey with broad, effortless pivots in delivery.
As the new voice of the ‘Alternative South,’ Preston doesn’t stray too far from his roots, but moments suggest that his relationship with Atlanta is one of navigating the expansion of its culture on a global scale while preserving the historical context that helped mold him into the artist he is today. Thus, EOTF is a culminating nod to the past, a celebration of the present, and a looking glass into the future.
Videos for standout tracks “Rebirth” and “It’s Okay” were released in the past few weeks (the latter being a 2DBZ premiere), and now a stream of End Of The Future has been made available as well. Do yourself a favor and press play. If the music speaks to you, the album can be purchased on iTunes.