Mississippi’s Big K.R.I.T. is really up on that corporate synergy tip as of late. First, his Joey Bada$$ collabo was brought to us by Mark Ecko, and now he’s teamed with producer 9th Wonder for a song called “Reign On” presented by Crown Royal. Inspired by “basketball veteran Dr. J”, the track’s comprised of a souped-up sample of The O’Jays’ “For the Love of Money” and K.R.I.T.’s feel-good rhymes about embracing positivity (“Push it to the limit with my family, friends/We ball til we fall then we do it again”). Stream it below (via Billboard).
For a behind-the-scenes look at the recording session, check out the trailer below. And stay tuned for K.R.I.T.’s next single, which should be sponsored by either Pfizer or Hasbro.