Latto is having a spectacular year.
After a strong start with the catchy single “Lottery,” the ATL star released the infectious anthem “Put It On Da Floor” in April. Just two months later, she came back even harder with “Put It On Da Floor Again,” the remix featuring a dynamite verse from Cardi B, which we deemed best of the year so far. Then, Big Latto surprised her fans when she appeared on K-pop artist Jung Kook’s single “Seven.” The unexpected move proved to be a success, as the song debuted at the top of the Billboard Hot 100 chart, making Latto the first rapper to achieve this feat in 2023. Building on this momentum, the rapper has now been tapped to appear in Sprite’s global music program, which is bringing the new and established stars of hip-hop together.
For Sprite Limelight, Latto teamed up with legendary New York rapper Rakim to put a modern spin on his classic 1992 single “Don’t Sweat the Technique.” Latto tells Complex that she worked with Rakim over several Zoom conference calls to make sure she was incorporating her own story in the new version, while also “making sure I was paying homage.” In addition to the new collaboration, Latto is featured in the campaign alongside Rakim, Nas, and Memphis’ rising star GloRilla.
Latto has created some of the most memorable collaborations and records of the year so far, but she says she isn't done yet. “I'm ready. I got a lot of good music in the vault right now,” she teases. “I have another unexpected collab coming.”
While she’s putting the finishing touches on her next release, check out our conversation with Big Latto, in which she discusses the new campaign, the trend of fans throwing items at artists, her pick for song of the summer, and more.
You created a new version of the 1992 single “Don’t Sweat The Technique” with Rakim. What modern elements did you want to bring to the 2023 version?
You can't outdo a song like that. So the pressure was definitely on, but I felt like the best approach was to tell my story. You can't go wrong with telling your own story.
What did you learn from Rakim through working with him?
We talked a lot, and he was just saying, “You just gotta be you. Don't let no one steer you away from being you.” That's really the main thing. He also was like, he came up in the era where they were the innovators of a whole new genre.
Were there any memorable moments from working on the campaign video?
OK, boom. We had to do this segment where we asked each other questions, and I just complimented his articulation, like he was just flowing like a real professional. I had made a joke, like, “the rookie versus the professional.” But he’s so smooth, it's second nature to him.
Hip-hop has a reputation of being the new school versus the old school, but this campaign shows two generations can co-exist and come together. Aside from this campaign, though, do you still think there’s a divide in the culture?
Naturally, it's gonna be some type of divide because the world and music is so different. We have social media and streaming and all these different things that they didn't have. Our experiences are gonna naturally be different with hip-hop. But I think for the most part, like with this campaign, we bridge the gap and all come together when we can.
You’ve made it a point to show your appreciation to the artists that paved the way. Why do you think it’s important for your counterparts to also pay homage?
Yeah, they opened the doors for us. You got to pay respect to the people who came before, who made any of this even possible. And then aside that, I'm a real lover of music. I don't just do this just for the money and to get cute and get my makeup and hair done. I really love what I do. My heart is for music. So I have a different type of respect for the genre.
Congrats on being the first rapper to top the Billboard Hot 100 this year with your single with Jung Kook, “Seven.” Why do you think rap hasn't been performing as well as it has in the past few years?
I'm not sure. I think a lot of people haven't dropped yet. But it’s also just a new day. Streaming is different, the Billboard rules is changing. It’s a lot of different factors that could be playing a role.
How did you and Jung Kook first connect?
[Jung Kook’s team] reached out, saying they have this song called “Seven,” and they would love to play it for me. I didn't even have to hear it. I was like, “Hell yeah, I'm gonna do it.” And I sent it back the same day, honestly. I'm trying to think.
Do you have any other unexpected collaborations on the way?
I do! I got some more collabs coming soon. So stay tuned. OK.
You’ve been a victim of the new trend where fans throw things at artists onstage. What is up with that?
I think everybody's searching for a viral moment. They want to go viral so bad. But just stop.
What has it been like working with Teyana Taylor as your creative director?
Oh she's so fun to work with. She's super talented. She just pours all her energy, talent, dance moves, breath control into her clients. It’s a super productive work environment. It just shows you no matter what there’s always more to learn. But she's a real professional. It’s in her blood.
What other music projects are you currently working on?
I'm ready. The vault is vaulting. I got a lot of good music in the vault right now. We rolling it out the right way. I'm being very meticulous about my next moves and the music I put out next. So just making sure you know everything is up to standard. But I have another unexpected collab coming.
What would you consider to be the song of the summer?
I'm gonna say “Put It On Da Floor,” just because that song got my heart. That song was just so effortless. It was really all done in one day. I wasn't trying to make the song of the summer. It's the street record. It was fun. It was for the culture.
