Brasilia rapper Froid released his latest album, “Mr. Ego”, available on the main digital platforms. This project presents an intimate and uncompromising immersion into the artist’s mind, exploring his inner complexities and the effervescence of nightlife, as well as the challenges of remaining among the scene’s main names. Produced in collaboration with Ecologyk and ÉoTGL, the album features appearances by new generation artists, injecting a youthful and revolutionary energy. With almost 2 million monthly listeners on Spotify and notable successes in its history, Froid continues to surprise and captivate its audience.
Froid, with almost 2 million monthly listeners on Spotify, former member of the group Um Barril de Rap and CEO of the Alaska label, has already surpassed 690 million streams on his releases. His influence on the Brazilian hip hop scene is notable, marked by hits such as “Lamentável PT III”, “Pseudosocial” and “A Pior Música do Ano”, as well as participation in projects such as “Poesia Acústica”. The ONErpm company, in turn, is an innovative music platform that offers personalized solutions for artists, labels and content creators, allowing them to enter and succeed in the global music market. This partnership reinforces Froid’s presence in the music scene, highlighting its search for innovation and reach.
On your latest album, “Mr. Ego”, what can listeners expect to find? How would you describe the content of this project?
You can expect a Froid that is a little bolder, freer and following the current market trend. I feel that this album is within the global market trends of the style I work in and I made it precisely with that intention.
“Mr. Ego” encompasses both his intimate reflections and his lively view of the nightlife and music scene. How did you manage to balance these two aspects when composing the songs?
I wanted to cover one side of my experience within the game to a romanticized side of nightlife, bohemia, as a rapper currently lives. I see poetry in this.
The album includes collaborations with new generation artists, such as Tchelo Rodrigues and Leviano. How did these partnerships influence the vibe and energy of the album?
The energy of the younger people inspires me a lot, I really consume the material of both artists and they always show me new things, I needed this youthfulness and the boldness they have in their music, this certainly fueled the project even more of what I wanted to go through.
In “Baby Mama”, you explore the exciting nightlife. How does this song connect to the album’s narrative and what do you hope to convey to listeners through it?
The album was born from it, I wanted it to show the energy of the project to the public, I feel it is an extremely visual song. Collaborating with Vitão on this track made the atmosphere more playful and even more voluptuous, I wanted people who heard the song to imagine themselves living that story.
The track “100k”, featuring your wife Cynthia Luz, shares details about the beginning of your relationship. How does this song add a personal dimension to the “Mr. Ego” album?
It’s a way of valuing my real bond, bringing Cynthia to this project even in the form of Skit symbolizes my real focus with the project, the things we constantly experience together and narrating this in a poetic way values our collaboration in music even more and in life.
You mentioned that this album is more intimate and limitless. Can you share the creative process behind “Mr. Ego” and how this is reflected in the essence of the songs?
It was a very festive process, it was produced in the midst of various personal nuances in which I lived and it was born from my intention to bring joviality and intrepidity to a project, where I could remove the burden of seriousness and say less politicized and responsible things, I wanted to create an album to be listened to in leisure time.
His career is marked by hits such as “Lamentável PT III”, “Pseudosocial” and “A Pior Música do Ano”. How do you stay innovative and continue to engage your audience over the years?
Versatility, basically I don’t stay in one place for a long time, I like to make people not know what to expect.
In addition to your musical career, you are also CEO of the Alaska label. How do you balance your role as an artist with your responsibilities in the music business world?
Currently, I maintain a routine of focusing on art while the office manages the rest, I am present in decision-making and in moments of creative direction for the company.
With over 690 million streams across your releases and nearly 2 million monthly listeners on Spotify, how do you think your unique musical style resonates so strongly with your audience?
They identify with me, I always worked looking for identification from those who listened to me, perhaps that’s why I have such a solid and select group of fans. We understand each other, they are people who share stories and dreams with me.
Finally, what are your future plans after the release of “Mr. Ego”? Can we expect live shows or new projects soon?
We’re going on a tour in support of this album until the end of December, after that, I’ll go back to the studio as I have a new compact project coming up.
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