RL Grime mails diehard fans printed newsletter, announces new ‘Nova’ project and tour
The rollout for RL Grime‘s new chapter has officially begun. In a limited edition newsletter zine mailed to a few fans across the world yesterday, RL Grime has announced Nova as the highly-anticipated next chapter in his career. Superseding the confines of just a single record or touring concept, Nova is designed to be a user-influenced multi-platform voyage, shaped and masterminded by Henry Steinway around the launch of his inbound sophomore studio album. Introducing the inaugural “Nova” issue, a letter to fans by Steinway announces,
“I’m calling this journey Nova. Nova will define and encompass every part of the RL Grime project over the coming years. More than just an album, or a show, or a single narrative, I want the Nova project to create spaces where you can feel part of the process. So it won’t just be me setting the storyline. Your input and the way you engage with my music and performance has always driven me forward,”
The black and white zine is packed with announcements, both obvious and cryptic, from targeted tour stops including Atlanta, New York, Boston, Chicago, Toronto, San Francisco and New Orleans to photos of Nova coming to fruition. The mailer includes a transcribed conversation between RL and R&B veteran Miguel about the pair’s forthcoming joint effort “Stay For It,” recorded in Los Angeles earlier this year. The Wedidit proponent also published a phone number in his mailing piece, aptly noting “text ‘Nova’ to 35227.” The texted reply states, “The journey starts here. Talk soon.” Additionally, Grime standout piece “Because Of U” seems to play an important, albeit mysterious part in the new paper tangible as well.
It feels somewhat misrepresentative describing the newsletter as merely an album rollout. Nova is promising to be much more than just that. In one of the craftiest and well-executed campaign launches of the year, Steinway is officially strapping into the cockpit of what’s gearing up to be an exceptionally creative cosmic journey as RL Grime moves away from being trap’s typecast kingpin and into new, unexplored imaginative territory. Best of all, something about Nova’s announcement suggests that new music is much closer than anyone actually expects.