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Their first musical iteration, Dem Outta St8 Boyz, produced two raw mixtapes between 2011-12, and their upbeat outlook on life – which they’ve since turned into the ‘Sremm Life’ philosophy, which, according to Jxmmi, essentially extends to “living your life to the full potential and to your best ability” – made for an enticing prospect for superstar hip-hop producer Mike WiLL Made-It. Born in Inglewood, California, the brothers and their mother (who is worth following on Instagram under the handle Official_MamaSremm) eventually settled in Tupelo, Mississippi – the birthplace of Elvis Presley, no less – although the harsh reality of living in one of the city’s worst crime-ridden housing projects occasionally forced the brothers to take refuge in nearby abandoned homes.īut the siblings focused instead on some of the good things in life: namely throwing parties, producing music and DJing.
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That structure is clearly important to maintaining the equilibrium of Rae Sremmurd in 2018, but you get the sense that it would take something seismic to shatter the close bond that Aaquil (Slim Jxmmi, 26 years old) and Khalif Brown (Swae Lee, 22) share. They tried to turn Rae Sremmurd into OutKast and count us out, so we had to come out and remind them that, ‘Look, we’re here to stay.’ “I think the game is trying to turn us to some OutKast, and there’s a lot of hate and hating on us going on because we’re doing our own thing and we’re in our own lane. But OutKast is a great group and we really like them, you know what I’m saying?” “But I think that Rae Sremmurd are doing our own thing, in our own way, in our era of time and music. “Shout-out to OutKast man, they’re some originals in the game so you can never compare us ,” Jxmmi declares when NME brings up the comparison. But while the methodology of ‘SR3MM’ does feel like an extension of that landmark record, Rae Sremmurd aren’t too sure that we should be readying up their coronation as the heirs to André 3000 and Big Boi’s joint throne any time soon. If this set-up sounds like a tale that you’ve heard before, then chances are that you’re probably something of a wistful OutKast fan: the Georgia duo hit their commercial peak in 2003 by splitting off into separate camps to record the masterful double album ‘Speakerboxxx/The Love Below’. A bangers-heavy Rae Sremmurd album proper (with guest features from the likes of The Weeknd, Travis Scott and Future) was always a given, but a strong pair of solo albums from Swae (the cooing, smooth ride of ‘Swaecation’) and Jxmmi (the sturdier, trappier ‘Jxmtro’, which includes a stunning rap from Zoë Kravitz: “She wanted to come into the rapping lane, and it was lit,” Jxmmi notes in approval) proved that the duo’s star quality is there for all to see. Their ever-burgeoning fanbase was certainly gifted plenty of vibes when the trio of LPs arrived earlier this month. We just want to give you all this good-ass music: a triple-disc with three different vibes.” “We don’t even overthink it: when we decide we’re gonna do something, we do it. “It’s just another way of dropping great music,” Swae tells NME as he drapes himself across a lounge chair in the comfort of a swanky central London hotel room. In approaching their ambitious third studio project ‘SR3MM’, Mississippi brothers Slim Jxmmi and Swae Lee opted to break new ground by releasing what they say is the first-ever triple album by a hip-hop act.
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Normally it’s hard enough for an artist when it comes to devising novel ideas for album number three, but then Rae Sremmurd don’t tend to do things the easy way.