Last week, Atlanta-based rapper Father and Adult Swim, an Atlanta-based television network, announced that they had something in the works. As a fan of both, I was very excited to see what they had up their sleeve. I didn’t have to wait long because on Wednesday, Father released his new album, Awful Swim. The album was exclusively streaming on Adult Swim’s website until Friday, when it was released on Apple Music and Spotify.
In the partnership between Father and Adult Swim, I think both sides have just as much to gain as the other. For Father, having his music on Adult Swim’s platform and reaching their audience is huge. Where Adult Swim exists in the TV market, Father exists in the rap market. They’re both stray from the mainstream and have audiences that appreciate a more “anti” brand of comedy and rap. While Father gets exposed to Adult Swim’s nationwide audience, Adult Swim gets a broadened range of content. This move by Adult Swim shows that they could be striving to become the new MTV. Father’s album won’t be the only product of this partnership either. The deal includes song-by-song artwork (featured on Adult Swim album stream), merchandise to be released later, and musical interludes during Adult Swim commercial breaks. Father will also be performing at the Adult Swim Festival in Los Angeles.