If music is Sir E.U's product then wordsmithing is his manufacturing process. It's interesting how he delivers his good, it's about control. Instead of using social media to gauge the reception of a song snippet by likes and retweets, Sir E.U goes through a phase of beta tests trying out lyrics with different rhythms or performing a track live to see how the crowd engages with it before it's consumed by the internet.
"You just go crazy if motherfuckers hear the shit and try to tell you what to do and make that shit better, like shit ain't intentional," he said on an episode of Late Bloom Radio. "And that's what everybody goes through as a person, you know. 'Cut your hair. Ain't nothing wrong with you just shape your shit up.' I want to control who's telling me to get a shape up."
This is one of the reasons why the DMV rapper released his latest album, Some Friend You Are via compact discs. Sir E.U's music went from a public good available on SoundCloud for free, limitless streaming to a private good, which not only created a real market demand for his product but it also deterred the casual listeners who felt like they had a valuable critique on his craft.
The three-minute track is produced by Tony Kill who also created the visuals for the DVD version of Some Friend You Are. Listen above and get to know more about the DMV's hip-hop scene here.