British rapper and producer AJ Tracey has dropped a new single ‘3rd Time Lucky’ with an animated music video directed by LateMilk and Imbro. The track is a tribute to his mother as she successfully conquers her battle with cancer. Tracey shared the single in partnership with cancer support charity Maggie’s, donating £1 for every CD purchase and keyring bundle available on his merch store.
The artist credited the charity in his music video, to which Maggie’s expressed their gratitude, stating, “We are incredibly grateful to AJ for thinking of us and including us at the end of his music video for his new single ‘3rd Time Lucky’.”
‘3rd Time Lucky’ features on Tracey’s new album ‘Don’t Die Before You’re Dead’, set to release on 13 June. Tracey has shared four other songs from the upcoming album, ‘Crush’, ‘Paid In Full’ ‘Joga Bonito’ and ‘Friday Prayer’. The record includes exciting collaborations with names such as Jorja Smith, Aitch, and Headie One.
‘Don’t Die Before You’re Dead’ has an exciting sonic range with Headie One and Aitch giving UK drill with soulful backing vocals in ‘Friday Prayer’, and later in the record, a 90s inspired R&B sound with ‘Crush’ which features Jorja Smith’s sensitive pop vocals and Tracey’s iconic playful rap style. The song is a fan favourite from the upcoming album with the two performing the track in the Radio 1 Live Lounge.
Tracey shared what this song meant to him and how he used writing for emotional processing in a TikTok announcement prior to the release of ‘3rd Time Lucky’. He says, “‘3rd Time Lucky’ is about going through tough times with your loved ones, but coming through stronger at the end of it. I wanted to be honest but also hopeful, to help give strength to all those who need it. In order to process something of this difficulty, I had to name it and tackle it head on. I hope this song gives strength and hope to all those who need it.”
‘Don’t Die Before You’re Dead’ will be Tracey’s fourth studio album following the success of his last release ‘Flu Game’ which spent 19 weeks at Number 2 on the UK Official Albums Chart.
Tracey spoke with Dork Magazine about his thoughts towards creating. He says, “I don’t believe in microwave dinners when it comes to music – it’s got to be good, and that can take some time”. This stands true as his upcoming release comes four years after ‘Flu Game’. Though, his return is welcomed by fans as the artist gives his followers the opportunity to vote on the venues of upcoming intimate tours.
To mark the release of ‘Don’t Die Before You’re Dead’, Tracey will be performing at Pryzm, Kingston on 13 June. He shares this is the “Last time to see me headline for now”. Find tickets for the exciting live celebration here as well as how to contribute to supporting Maggie’s.
