BBD has been making a lot of noise with their latest single "Run." In a recent interview the group spoke on how the song's '90s nostalgia and BET's platform has worked together to bring success to the single, their upcoming album and the 2017 New Edition miniseries.
If you're a New Edition fan, chances are you're a BBD fan too. If you have an active Twitter account then you're probably amongst those who can't stop tweeting about BET's, The New Edition Story, and the new "90s-flavor" track, "Run."
Ricky Bell, Ron DeVoe and Mike Bivins, three New Edition members collectively known as Bell Biv Devoe, have released their first R&B banger in fifteen years.
The music video was released on Monday, Oct. 3 and has since become more popular on social media and iTunes, as Bivins explained during the group's V-103 Atlanta radio interview with "The Ryan Cameron Morning Show with Wanda Smith."
"Due to our audience, when the video dropped Monday the record was at 94 on iTunes," explained Bivins. "When we woke up Tuesday it was at 73. When we woke up Wednesday it was at 17."
The track, produced by EPMD's Erick Sermon, is one that reminds the audience of a happier time in life. It brings them back to the energy and nostalgia of the '90s and Bell Biv DeVoe hits like "Poison" or "Something In Your Eyes."
"It takes you back." Bell explained on V-103. "It's crazy being on stage when the song drops, you can just see people's faces. You could literally see in their face where it takes them back."
That audience connection is exactly why BBD and the rest of New Edition chose to establish BET as their home for future projects, including the miniseries.
Boston natives DeVoe and Bivins were recently featured in "The Cypher The New Edition" segment of the 2016 BET Hip Hop Awards.
The freestyle segment featured Bryshere Gray aka Yaz, who plays Bivins in the upcoming three-night series. Also his Empire co-star Bre-Z, who will play Bell's sister, was included.
BBD is also set to perform at the "Soul Train Day Party" with Kid Capri for the 2016 Soul Train Weekend in Las Vegas.
BBD and BET have even come up with a pretty impressive cross marketing strategy for their forthcoming album's release date, The New Edition Story and an even bigger surprise that the group members have vowed to keep secret until the right time.
But, they did reveal how their fourth studio album, Three Stripes, will also release in January, the day after the series' conclusion.
"10 new joints at least coming on Jan. 27," revealed DeVoe, with Bivins handling much of the production.
Check the full interview below.
