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This Week's Dissection: Joey Valence & Brae

This week for our dissection, we're doing Joey Valence & Brae, a group that's been on my radar for quite a while. If I'm being real, I wanted to stick it out for another three weeks till their record came out and do the full album cycle. But I'll be honest, we are in the doldrums of summer. I'm increasingly finding it hard to find anyone to cover because this is just the dead time.

Summer is abnormally dead. As we enter the final days of summer, everyone’s talking about there being no clear “Song Of The Summer”. The vibe is weird.

Anyway, the opposite of that dead energy is what Joey Valence & Brae are doing right now, which is absolutely fucking sick. They're a hip-hop group like the Beastie Boys and the groups that were influenced by the Beastie Boys.

Firing on All Cylinders

But the reason you want to stick around for this one, even if that is not your shit, is because I'm gonna go as far as to say I don't think there are many groups or artists, period, who are firing on all cylinders the way they are right now.

They're better at most things than everybody else in the game. It's shocking how good they are at Twitter, YouTube, TikTok, and putting out music more consistently than any other artist. Of all the artists we've covered, I think they've put out music more consistently with almost no break over four years, more than anyone else we've covered. That's pretty wild - we've covered a lot of groups now.

Background and Recent Success

They're from State College, Pennsylvania. They just signed to RCA Records after being independent for many years. Like I was saying, they've had this really wild run of consistent releases. Let's go over and look at what that looks like.

SPOTIFY STRATEGY

They're putting out singles in 2021 into 2022, where they wrap up those singles on their first EP, The Underground Sound.

From 2022 to 2023, they put out five singles. They really had their breakout moment with the song "Punk Tactics." It's a big TikTok trend. I remember it well - that was my introduction to the group. I will admit I was a little like, this feels a little cheesy to me with that hit. But over time, they won me over.

They wrapped that record after five singles into a 14-song record called Punk Tactics. What's impressive is how fast this all happens - Underground Sound comes out, they are back releasing singles for a new era right away, within months, not slowing down.

The same thing happens after Punk Tactics. They're back, releasing singles from their new record, No Hands, and then it's a deluxe version of this.

No Hands Deluxe Edition comes out in September 2024, so in under a year, they're already going to have out their next record. There are three singles from the record they’ve been waterfall releasing. Their new record is called Hyper Youth. I think the creative on Hyper Youth so far has been the best thing I've seen them do.

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