XXL’s got an interview with B.o.B tied to Strange Clouds‘ release and/or radio onslaught. It’s got some stuff worth reading: info on an ad tie-in song with O.A.R.–initialism overload!–and that story you might’ve heard about “Nothin’ on You” being shopped by the Smeezingtons to Travie McCoy and Lupe Fiasco before Bob got it. “So Good,” and all its radio engineering, was like that too, B.o.B said. But not the entire album! See?
It’s not about having a good song or a hit song, it’s about having songs that are organic. At least for me, that’s what it’s like. For me, this album is a lot more organic but just as good [as The Adventures of Bobby Ray]. Do you like burgers? Well, these burgers are organic and they taste better.
Is this branding? Of course it is–it’s always about having a good song and/or a hit song. It’d be 100%, transparent, obvious branding even if B.o.B didn’t say right before this that this was his elevator pitch (“This is how I’ll explain the whole project…”), even if his manager didn’t say “We didn’t build a brand for Bob” in the next paragraph, even if organic-burger chains or organic anything wasn’t a marketed-to-oblivion thing. (Like, there are two within walking distance of our office. We’re in Manhattan, but still.)
But let’s give him the benefit of the doubt. Which track’s the organic “Nothin’ on You”? “Circles.” And as it turns out, the only writer on that track’s B.o.B himself, so hey–the story checks out! Organic burgers for everyone! With organic steak fries and organic sriracha ketchup and sugary organic milkshakes (in the metaphor, that’s the Taylor Swift duet) and everything! We love a good analogy. One that’s “So Good,” you could say.