French Montana Reflects on Why ‘Unforgettable’ Will “Last Forever”

French Montana has been rapping for over a decade. But it’s only now, with his inescapable hit “Unforgettable” featuring Swae Lee, that the Moroccan-born, Bronx-raised artist is finally finding his place in the sun. Montana’s mantra is to follow the feeling, wherever that may lead. In the case of “Unforgettable,” it took him on a 30-hour flight to Uganda, where he tracked down a kids’ dance troupe he discovered while surfing the web searching for African music. Montana decided to feature them in his music video, spawning a viral dance challenge on social media—and giving him, he says, a new purpose alongside his music. “A lot of people ask me, why didn’t you go to Morocco, to the Bronx?” he says. “But it was a sign.” Going to Uganda to film the music video was, he says, the “best decision” he’s ever made. It certainly led to charting success. “Unforgettable,” off his sophomore album Jungle Rules, has enjoyed a 21-week run on the Billboard Hot 100, peaking at number three just below the juggernauts of “Despacito” and DJ Khaled’s “Wild Thoughts.” But as Montana is quick to note, “Unforgettable” is—to him—more than just a song. “It became a lifestyle, and a spark in the mind of listeners to help people. When I made that song, I looked at it like I was making a song that would last forever,” he says. To pay ...
Source: TIME.com: Top Science and Health Stories - Category: Consumer Health News Authors: Tags: Uncategorized french montana Music rap Source Type: news