Little Brother have partnered with a North Carolina brewery to launch their own beer, which will be available exclusively at their upcoming festival.
On Wednesday (October 4), member Phonte Coleman unveiled Percy’s Paw Paw Miracle, a beverage named after his R&B pseudonym, Percy Miracles. The local drink will debut at Made In Durham: A Little Brother Block Party on Saturday (October 7).
“I never would’ve imagined Little Brother would have our own beer,” Coleman said. “The music industry is a brutal business, y’know what I’m sayin , and does not treat anyone kindly. So the fact that we’re still here and still able to just do these cool collaborations, y’know locally, with people in our community — it really means a lot.”
Check out the big reveal below:
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Little Brother has stirred up anticipation for the 20-year celebration of their debut album, The Listening, in several other ways. Just last month, the pair released two new singles.
In mid-September, the duo comprising Coleman and Big Pooh dropped some fresh cuts: “Wish Me Well” and “Glory Glory.” About the new releases and its broader implications, Coleman told HipHopDX: “No album. We just talkin’ our shit and having fun.”
The pair’s year-long party to commemorate The Listening will culminate in Durham, North Carolina this weekend with Big K.R.I.T and The Cool Kids enlisted to headline the celebratory event. The gathering will also feature Zo! & Tall Black Guy, Hourglass, Wally Sparks and Sam Jay.
When Little Brother’s debut album LP was released on February 25, 2003, the 20-something college students were unknowingly swimming against the Hip Hop tide. Then trio of rappers Phonte Coleman, Big Pooh and producer 9th Wonder crafted a soulful homage to their foundational heroes like A Tribe Called Quest, De La Soul and Slum Village at a time when standard bearers of the underground like Common and The Roots were pivoting into more experimental territory sonically and the South as a region was dominating with splashy, high-BPM, escapist fair designed for radio and club consumption.
Not to mention a guy named 50 Cent was casting a long shadow over the entire industry with his Lazarean mythology and bullet-riddled boasts backed by two of the biggest names in music: Dr. Dre and Eminem.
“I didn’t know what the hell was going on, man,” Big Pooh said during an exclusive interview with HipHopDX. “We were having fun. It was some work element to it, but it was fun. I really had no expectation for anything involving making that album, other than we think it’s dope. We think what we’re doing is dope. But just that time, man, you can never get that time back.
“There were no expectations. We were just trying to do what we thought was right, and having fun doing it, and just that it was so innocent. I’ll use that word. It was innocent. You can never get that moment back, no matter how much you try. We know too much now. We’ve been in The Matrix. We were all naive, to a certain point, and just going in there trying to make the best [music].”
“We actually thought the music business was a meritocracy,” Phonte added. “[But] it’s so much politics and shit that ain’t got nothin’ to do with music.”
The Listening was Little Brother’s first and last album on ABB Records, jumping to Atlantic for their follow-up, The Minstrel Show. The group have gone through multiple changes, both business-wise and personally, in the decades that followed, but their core has remained intact through it all.
