RiFF RaFF has gotten to calling himself “the white [substitute famous person who isn’t white]” in recent verses, a lyrical standby of his that harkens back to “The White Gucci Mane,” one of his early viral hits. On new track “Mr. Popular,” he’s “the white LeBron James,” so the video — directed by Paul John Paul — features him fooling around with a basketball in a style that is almost reminiscent of Nike’s old freestyle basketball commercials. The song itself features him stretching out his melodic Houston singing voice over a gothic beat that runs for just over two minutes.
The track is just a one-off and not off his forthcoming Mad Decent album NEON iCON. That album’s first single, “Dolce & Gabbana,” dropped in late June.
