Last night in a souped up Lower East Side store front, Pusha T was perched on stage answering questions for a scramble of media members—The FADER included—eager to know more about the Virginia Beach rapper's sudden return to prominence. Earlier in the week, it had been announced that he would be taking over for Kanye West as president of G.O.O.D. Music. Then, following a year of relative quiet save for a smattering of guest verses, he dropped "Untouchable." And to top that off, the raisons d'etre for the evening's event: the unveiling of his murdered out adidas EQT sneaker and his enigmatic—and perhaps finally forthcoming!—sophomore album.
With a big grin, Pusha T introduced the album, which he called King Push: Darkest Before Dawn, as being "music that I love and the music I think you guys love from me." And indeed, what was played was classic Terrence: terse but toothy, riddled with drug references (I'm the L. Ron Hubbard of the cupboard), and bursting with raw energy. He has also called on a number of top tier producers, including Kanye West, Timbaland, Q-Tip, Nashiem Myrick, Hundson Mohawke, Boi-1da, and Puff Daddy. The album's guests are likewise impressive, with features from Beanie Sigel, A$AP Rocky, The-Dream, Kehlani, and Jill Scott. Push and his long-time manager Steven Victor also teased a Future collaboration that Push explained was bound not for the album, but another upcoming release.
Speaking with The FADER ahead of the event, Pusha T was adamant that his new posting at G.O.O.D. Music will not take a toll on his releases. "I take my time, music isn't a pressure thing for me, it never has been," he said, explaining that his other enterprises—like his work with adidas—have afforded him the time he needs. "I've never been solely dependent on [my music], so I've always had the luxury of taking my time and really putting things together. So when I drop, it's always an event."
This disciplinary approach is one that he considers intrinsic to G.O.O.D. Music's success. "The music is a major component, but it's not the focus," he said. "G.O.O.D. Music is really the only squad that has everybody with successful shoe, clothing-type ventures, things that are going on in the culture. If a record don't come out, that don't mean the kids ain't lining up around the block for shoes, clothes, whatever is associated with us."
And as for that corner office he's soon to inhabit, well, we're sad to report that it's probably not going to be in a corner. "Man, am I going to have a corner?" he said with a laughed. "It's not a corner, but there's definitely an office."
