Tee-na-shay or Tin-ash? Is that how you say it? This question kills me every time I hear it. Never would I have imagined that someone who has so much potential, her own home-studio, a background in acting, amazing vocals, three released albums, three extremely popular mixtapes, and a more than dedicated fan base would not be subjected to this question. However, the reality of the matter is, that’s exactly what’s happening. Tinashe‘s Aaliyah-like vibes and phenomenal mixtapes are what propelled her popularity from the very beginning. There wasn’t a person who had any type of knowledge of the underground music scene who didn’t know about Tinashe. From the start, she was seen as the “next BIG thing”. So, what happened? Why isn’t she as BIG as she should be?
The easiest answer, and her biggest mistake, was signing to a record label. As a devout fan from the Reverie and in Case We Die, mixtape days, I can vouch for this statement. Tinashe’s connection to RCA has always been her Echelles’ Heel. Before signing, she had 100% freedom to make the music that she wanted, and the music that the fans clung to. However, I do understand that remaining unsigned has its drawbacks, the worst being lack of funds and marketing. Nevertheless, it’s still more than doable; perhaps more difficult, but, still doable. The poster boy for remaining unsigned and still acquiring extreme success in the music industry is of course, Chance the Rapper. Not everyone can pull of this feat though, but if anyone could have achieved it, it for sure would’ve been Tinashe.
So what exactly has resulted from her signing to RCA though? Let’s delve into that. For starters, Aquarius, Tinashe’s freshman album was pushed back later than it should have been. So what, right? All of her original fans stayed loyal, and even opted to get the special edition, where fan’s (who purchased this edition) could have their name put in the album book/poster. But the following album release was disastrous! Tinashe’s third album, Joyride seemed to have been a flop, and with good reason. Not only had the chill sound that brought fans over change, but there was a HUGE delay in the album’s release, which caused her to release Nightride as her sophomore album instead. For those who’ve gotten confused, here’s the breakdown:
1. Aquarius released in 2014
2. Nightride released in 2016 (in place of Joyride, thanks to the label)
3.) Joyride released in 2018 (years later, with half of the songs already heard her fans)
Because of this, if you’d gone to the Joyride tour (which of course, I did), then you’d essentially heard half of the tracks years early, as she exclusively performed them. Tinashe herself said that RCA constantly delayed her album release, so that they could better focus and market newcomer, Zayn Malik’s album instead.
If you thought that was bad enough, don’t worry, it gets worse. Just recently, Tinashe was set to release a fourth album, Nashe, or so she thought. RCA put a quick halt to that project no sooner had she released tracks, “Like I Used to” and “Throw a Fit“ . It’s like they don’t want her to be great, or at least, not too great. Keep in mind, this is the very same label that houses Chris Brown, Childish Gambino, SZA, Justin Timberlake, and many more, leaving the likes of Tinashe, Bryson Tiller, and a few more artists without much shine, recording time, or marketing. It’s all very reminiscent of the TLC 360 deal. Nevertheless, I guess all we can hope is that her contract comes to a close soon, so that she can get back to making the music that captures the hearts and ears of many.