Los Angeles- and London-based Alibi Music has assembled a collection of production music called “Conscious Rap” that’s intended to accompany programming and promotion focused on social justice.
The album includes nine tracks from such artists as L.Rucus, Trill Lee and TheChemist. The lead track, “I Can’t Breathe,” is an intentional response to the killing of George Floyd by Minneapolis police officers last Memorial Day and the resulting protests against racial injustice that event inspired. Beyond that track, the album features “deep and thought-provoking lyrics ranging from hopeful and inspiring to hard-hitting and incisive,” according to Alibi Music.
L.Rucus joined Alibi’s roster after Julia Traynor, the company’s head of sync A&R, heard the unsigned artist play at SXSW 2019.
“L.Rucus sent us ‘I Can’t Breathe’ just as we were going into production on Conscious Rap, which was going to speak to some of these issues,” Trainor said in a statement. “It was so on point, so good, we had to include it and make it our lead song on the album.”
In addition to the lead track from L.Rucus, Trill Lee and TheChemist, the album drew inspiration from such influences as Kendrick Lamar, Talib Kweli, Common, Mos Def, Kanye West, Tupac, Killer Mike, Black Thought and Black Eyed Peas, among others.
Alibi’s production music has been used in the trailers for Netflix’s live-action preschool series, Bookmarks: Celebrating Black Voices, IFC Films’ MLK/FBI and Tyler Perry’s Ruthless, among thousands of others.