Kru wants you to level up — and has a crew of heavy-hitting hip-hop stars to help spread the message.
The Mumbai-born, California-raised R&B/pop artist is manifesting dreams on her new single “Masterplan,” crafted by multiplatinum producer Cha Cha Malone and featuring rapper Junoflo. Boasting pop and hip-hop influences from across India, Korea and the U.S., “Masterplan” makes its exclusive premiere on Billboard ahead of its worldwide release on May 17.
Over the slinky production that opens with Malone’s signature “I need a Cha Cha beat, boy” producer tag heard across dozens of hit K-pop and Korean hip-hop tracks, Kru lays out her “master plan” for a path to success: million-dollar deals, luxury items galore and unwavering commitment. Junoflo joins her on the journey with the Korean-American MC delivering an innuendo-filled rap verse showing support for his woman’s goals while still pushing his own.
Classically trained in opera and the traditional Indian Bharathanatyam dance, Kru mixed her range of musical touchstones for a track boasting universal and empowering themes that can transcend any cultural or gender barriers.
“Designed with women in mind but welcoming of all genders, this song seeks to uplift individuals by showcasing their talents and perseverance, ultimately earning the respect they deserve,” Kru tells Billboard. “‘Masterplan’ was crafted with the aim of inspiring success and empowering listeners to overcome obstacles.”
Junoflo, a longtime admirer of Cha Cha Malone’s work, jumped at the chance to collaborate. “Writing the verse was light work because Cha Cha’s production makes it easy,” the SoCal star says. “Throughout my career in music, I’ve ran into Cha Cha way too many times, in both Korea and America, and we always talked about working on a record, but timing never seemed to work out. One day, he hit me up out the blue telling me about this song he hears me on, and I just said ‘Bet, let’s run that.’ Turns out it was for this talented artist named Kru, and I’m always for working with dope new artists. Even though I don’t make much music in this style anymore, I do my best to be as versatile as I can and am always open to all genres of music as long as it hits!”
After crafting 2023 hits for his longtime creative and business partner Jay Park, as well as Korean pop and R&B stars like Han Seung Woo and Hoody, Cha Cha Malone says he is “grateful to both Kru and Juno bringing this record to life.”
“I wanted to sound edgy and charismatic with a touch of sexy,” the Seattle native explains. “Definitely a vibe for a commanding artist that is Kru. Her voice, her dancing, [and] her embodiment is just that; it was an effortless fit. Pair her with Junoflo, it further solidifies my intentions with the track! His tone and cadence have the right sauce for a perfect feature.”
Perfectly timed to celebrate AAPI Heritage Month in May, “Masterplan” marks the first of three singles from Kru’s forthcoming EP, titled INEVITABLE, which will be entirely produced by Cha Cha Malone. Meanwhile, Junoflo announced on May 15 that his new album, JUST JUNØ, drops in a few weeks on June 5.
Listen to “Masterplan” below:
