“Don’t Rush,' a hit from this months Chartbreaker YoungTandBugsey, has taken off during lockdown as they continue their patient approach to a global ascent. 📈
” arrived in 2018, later going Gold; and 2019 single “Strike a Pose,” which got a lift from Manchester rapper Aitch, cracked the top 10 in England and is now a Platinum-certified hit. But despite the numerous successes from the duo, they steered clear of releasing a full body of work.
“When you’re on the come up, you have to keep hitting them,” Jalloh says. “You can’t just come with one single, work it for six months, then maybe another single two months later. You need to flood the streets with good music until it gets to a point where even if they’re not listening to you, they’re seeing or hearing the name.”
In April 2019, the duo attended a recording session with producer GRADES in London. Given his background in pop and R&B, they weren’t sure what to expect, but once they heard the rattling, thumping drum beat for what would later become “Don’t Rush,” they knew they had a hit on their hands.
“Don’t Rush” performed well initially in England, spending 15 weeks on the U.K singles chart, starting with a No. 28 debut. But it didn’t gain global traction until 20-year-old University of Hull student Toluwalase Asolo tweeted out a video on March 22 of herself and seven friends transforming from loungewear to fully glammed getups, with the track serving as the backdrop., and provided the kind of promotional boost that they never could have planned.
“The entire world on pause is what really helped spark the success of the #DontRushChallenge,” says Epic Records chairman/CEO Sylvia Rhone. “Our strategy was to react quickly and go to radio immediately, breaking from the traditional set up associated with taking a song to radio. We serviced the song on a Friday, impacted the following Monday, resulting in [it being] most added at urban mainstream and rhythm crossover.”— Young T & Bugsey’s first entry on the chart — at No.
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