Inspired by a famous piece of artwork titled “The Great Wave off Kanagawa,” Troop Brand and producer, Hamin Etheridge, experimented with a few sounds and melodies that would become what is now his latest single “Waves in the Clouds.” The name of the song was drawn from the collection of experimental energy they created in the studio the night of recording and the rest is history. With pink and coral undertones of the can’s packaging, Monday Night (a distillery in Atlanta) drew inspiration from the flavor for the can’s artwork that were directly inspired by the beer’s strawberry vanilla milkshake IPA base flavor. Showing that he is both an artist on both sides (musically and artistically), Troop Brand had a reasonable amount of input for the flavor and the can design that would become his entrepreneurial debut in the world of CBD products. The flavor was something created between himself, Etheridge and brew master, Peter Kiley, who signed off on the operation. Spending time bonding and bouncing ideas off of one another until they finished the product, they both helped capture the Troop Brand overall with its smooth appeal, both in a drink the package. Powered by CBD infusion, an idea introduced by Peter Kiley, Monday Night’s brew master. The double milkshake IPA has a strong earthy tone that bears a similarity to typical IPAs.
“Monday Night Brewing that was founded in 2006, has a lot of familiarity with milkshake IPAs so in that aspect, it was traditional territory but something fun and appetizing enough to be on brand with the song and flavors.” – Troop Brand
“Like the Double Milkshake IPA, “Waves in the Clouds” the single, is a slightly clouded and hazy beat with upbeat hi hats riddled with astronomical falsettos.”- Troop Brand
Troop Brand takes advantage of the IPA’s infused CBD by pairing the unlikely addition with a tempo that’s reminiscent of a neon-colored light show only imagined along the brightest streets of a post-dystopian Tokyo.
Creating a chill ambiance, something like that feeling you get when you feel like you’re on Cloud 9, “Waves in the Clouds,” depicts why the CBD infusion was a divine match. Not truly being able to describe a feeling, the double milkshake formula tells the other side of the story that Troop Brand cannot do with “Waves in the Clouds.” Like when you by chance find something that you really relate to and like and in that moment, it feels perfect and then it’s gone, and you wish you could capture that same feeling again, but it will never feel the way it felt in that initial moment… but then when you least expect it, the sensation finds you again in an utterly new moment. It always happens that way, it always hits you with the slightest bit of warning.
“There’s not so much a meaning to the song but a feeling to the song. It doesn’t mean anything, but it feels like everything.” – Troop Brand
Shop ‘Waves in the Clouds’ the drink here: https://commerce.arryved.com/location/BKvzM5zY/modality/pickup/itemDetail/BKvzM5zYdJ_haV-dYjh7/
Listen to ‘Waves in the Clouds’ the single here: https://www.dropbox.com/s/97d6yfql9z6x4kz/Waves%20In%20The%20Clouds%20MASTER%20.mp3?dl=0
ABOUT TROOP:
Growing up traveling the world with his parents, the classically trained opera singer, Troop Brand discovered his core self in the deep southern state of Mississippi, but it wasn’t until he relocated to Atlanta that help provide him the tools to develop and execute his thoughts and transitioned into the genres of Alternative Rap, Pop and R&B, that he refers to as Neo. Using his mother’s maiden name “Troop” while adding “Brand” which ties into his signature thumbprint logo, Troop Brand distinguishes himself as an artist. Seeking a logo that brands in areas that stretch further than music to showcase himself, Troop Brand’s signature thumbprint is an ode to him being more than a musician but a businessman. Stating that your thumbprint is your branding, even if you lost your memory tomorrow, your thumbprint remains the same,’ Troop Brand wants to convey that no matter how you evolve and what direction you choose to go in, you’ll always retain your identity. Most importantly, it’s a personal reminder to carry himself as a brand and not just a musical artist. In doing so it has led to collaborations with brands such as Patron, that has opened avenues for his music to be synced for networks including ABC, Netflix, MTV, Hulu and more. Learning the business side of music, Troop Brand launched his first co-partnership with Atlanta based brewery, Monday Night, that collectively birthed his first CBD double milkshake beer and single “Waves in the Clouds.” The musical effort serves as his latest since his 2019 EP ‘Carpe Diem’ and 2020 looseleaf singles “Charlotte’s Web,” “Mrs. Pelly” and “Door to Everything.”
For more about Troop, visit:
Facebook: https://www.facebook.com/TroopBrand
Twitter: https://twitter.com/TROOPBRAND
Instagram: https://www.instagram.com/troopbrand/
Soundcloud: https://soundcloud.com/troopbrand
Website: https://www.troopbrandmusic.com/
For additional information on Troop:
Azarian Connection:
Jzon Azari jzon@theazarian.com
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