Making a party anthem for the ages is difficult business.
But, as Asher Roth, aka king of all party anthems, knows, once the beat, lyrics and not-giving-a-single-f*ck attitude all come together, it can be truly magical.
But what the man behind college monster song “I Love College” knows all too well is, sometimes, being a hit means losing your voice in the process.
That's why Asher, now 30, is on a journey all his own. With no major label behind him and nobody left to pull strings, he's heading toward a renaissance.
“I would hope this is more of my renaissance than a comeback just because I don't think we've really ever left,” Asher recently told Elite Daily.
The rapper from Pennsylvania had his first brush with fame at just 22 years old when his song, under the direction of Justin Bieber's manager Scooter Braun, took off in the college party circuit. You literally couldn't walk into a frat, house party, bar or club without hearing the song and wanting to bang back a few shots.
And, of course, Asher was happy about his success, like any sane person would be, but it was the aftermath of becoming a hit that quickly took the shine off stardom.
But standing up for his own creative vision came with a price. As Asher said,
So Asher, on top, walked away.
But the thing is, as anyone working in the industry will tell you, walking away isn't as easy as saying goodbye.
Finally, though, in 2015, Asher was released from it all.
So with his newfound freedom, he decided to document it all in a new docu-series, “Rap Life.”
While still in love with rap, Asher said, and shows, his true passion in life is curating the unique and interesting.
Although he added he hasn't "quite figured it out yet," what he has figured out is a solid new platform to connecting his first passion of music with comedy, video and social commentary on Retrohash.
And it's not that Asher is trying to escape music; in fact, it's quite the opposite. He's hoping that by expanding his creative work, he will once again discover why he loved music so much in the first place.
But don't think that just because Asher has evolved into a new person in his adult life, he regrets his college days for even a second.
In the end, Asher added, for that time of his life, “That song was a journal entry.” Most 20-somethings can probably say the same.