Release Date: Feb 9, 2018
Record label: Third Man Records
Shirt, the first rap artist signed to Jack White's Third Man Records, is injecting a much-needed sense of mystery into a genre that at times feels grossly oversaturated with information. Having first generated intrigue with his New York Times spoof site back in 2014 (in the promotion of his RAP project), his major label debut PURE BEAUTY has all the goods and is poised to make the frustratingly hard-to-Google artist much more familiar to listeners. Sitting at 11 tracks and clocking in at a relatively short 40 minutes, the project is an exciting blend of vibes.
New York City rapper SHIRT has already mastered the dying art of mystique - his real name is hidden, and a strange solid green colour bleed is his album cover. Being the first rapper signed to Third Man Records, a title you'd think would never exist, he received a barrage of press ahead of this debut, Pure Beauty. He's currently overseas pursuing a master's degree in fine arts, a peculiar status for a hot new rapper beginning his first record cycle.
SHIRT is living in the shadow of a publicity stunt. Back in 2014, the New York City spitter mocked up a fake New York Times website including a purported article that lauded his music in grandiloquent terms. The ruse spread across the Internet, but ultimately backfired. He became a poster boy for the struggle rapper movement--that is, up-and-coming MCs so desperate for attention that they'll attempt any gimmick to secure column inches and blog mentions.