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Common’s New Album Gets Fans Involved Creatively

Since his lyrical introduction to the hip-hop world in the early ‘90s via his debut project Can I Borrow a Dollar?, Common (or, as he was known back then, Common Sense) has delivered projects that center around narrative and sociological aesthetics. Not rapping for rap’s sake, but producing thought-provoking content that challenged minds and gave perspective to the thinking process and progress of Black people. The essence of his music has always been to enlighten his people.

After delivering numerous albums and launching a successful film career, 2012 was a quiet year for the Chi-Town rapper. This year he gets back to the music and July 22 his talent will be amongst the world in lyrical form once again with Nobody’s Smiling – his 10th studio album. The project is an ode to Common’s relationship with Chicago.

With the blogs talking and anticipation intensifying, the rapper/actor is going a step further on his album rollout. Not only can fans pre-order the album on iTunes, but he’s inviting them to get in on the creative process with their own versions of the album cover. The campaign, #NobodysSmiling encourages people to visit thinkcommon.com to create their own cover representing what their city means to them. The freshest ones will receive a “follow” from the lyricist. In addition, every three weeks through August 5, three covers will be featured on the “Think Common” website and Common’s Instagram page.

Common talks about the album cover concept in the video below: