This week’s From The Vault sees That Grape Juice toast one of music’s most legendary voices, Mariah Carey, and pay homage to Fatman Scoop, who sadly died this weekend.
Their showing of ‘It’s Like That’ at VH1‘s Save The Music 2005 (together with Jermaine Dupri) serves as today’s pick.
While the modern music climate sees many artists shun the promotional trail in favor of scarcity marketing, the 00s saw in-person “promotion” function as an essential component of any and every album rollout. Forget the current embrace of “less is more,” back then more was more.
With that, Team Mariah embarked on a stellar campaign in support of the diva’s blockbuster comeback album ‘The Emancipation of Mimi.’
A day before the LP hit stores (and went on to become one of Carey’s most iconic offerings), the songbird rocked the April 11, 2005 taping of Save The Music with ‘It’s Like That.’
The showing was notable in that it’s one of few to feature Mimi, Fatman Scoop, and Dupri (who produced the song) together on stage.
Electrifying, the energy from the performers and the adoring crowd was pulsatingly palpable and etched this showing in history as the most resonating rendition of ‘It’s Like That’ to date.
An eternal salute to Carey, JD, and the late Fatman Scoop.