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In August 2023, fresh off the release of "SantanaSeason," Omar was already recording new music, refusing to take any days off. He began locking in with new producers such as Grymm, Xeno, and z3r0, as well as working with producers he's already worked with, like stxpwxtch and NXO.
In September 2023, 2 months after releasing "SantanaSeason," Omar got in contact with an A&R man from Music Media Group, a division of Atlantic Records. Omar was being offered a hefty deal with the label and was invited to New York to discuss business. So, he took a trip to New York and met with Hunter Morrison, the A&R and creative director at Music Media Group. That day, Omar signed to Music Media/Atlantic Records for 4 albums.
Later that month, the label began taking down old releases, as well as "Santana Season," from streaming platforms like Spotify and Apple Music, which upset fans. SoundCloud became the primary place for people to stream Omar's music until "SantanaSeason" was finally put back up on streaming in October 2023; despite this, Omar's old singles were still not recovered due to copyright reasons. Once the label reuploaded his previous mixtape, he felt it was time to begin the rollout for his next.
In October 2023, Omar linked with Kodaleine and XenThinnGxd in New York to record new music. That day, Omar and Koda recorded a song called “Wake Up,” which they decided to preview and post on TikTok, gaining over 1 million views on the platform. Fans began begging Koda and Omar to release the song, but the two have kept quiet on its status.
On November 3, 2023, Omar tweeted, "HUSTLA MUZIK." This instantly got fans talking and already anticipating a new release. Throughout November, Omar released 4 snippet videos (for "With It", "Nothin", "5G", and "Str8 Hustlaz" each gaining thousands and thousands of views on TikTok and other social media platforms. Fans were now tapped into the world and gritty but flashy aesthetic of this era and mixtape rollout.
That same month, OmarSantana was seen in downtown New York with Sosr shopping at 2nd Street. The two rappers instantly formed a large crowd, which resulted in them having to be escorted out with security. While leaving, Omar was asked when we’d be getting new music. And to that he said, “Very soon.”
Finally, on December 8, 2023, "Hustla Muzik" was officially released through Music Media Group and Atlantic Records. The mixtape saw great success, debuting at #50 on the Billboard Hot 200, selling 45,000 copies in its first week. The mixtape saw further success when the song "First" peaked on the Billboard Hot 100 single chart at #18. Fans praised the album, and Omar soared past 6 million monthly listeners, solidifying himself as a main player in the underground scene. His audience was only growing, and he was heading straight for the mainstream.
A week after the mixtape's release, Omar announced the Hustla Muzik 2024 Tour, which was set to begin in January 2024 and run all the way until April 2024. The tour would see Omar performing in the US, UK, Canada, and France. The tour was selling out fast, and by the first show, it was completely sold out.
And so, as announced, Omar began the tour in Atlanta, GA**,** in January 2024. Here was the setlist:
- Ape Shit*
- 5G*
- Pour Up*
- Slime Time*
- Nothin*
- Str8 Hustlaz*
- Trenches*
- First*
- Neva Change*
- In that Drap*
- Turn Up (from SantanaSeason)
- Fasho (from SS)
- Bustdown*
- MVP*
- LVL*
- With It*
- Fell In Luv*
- Bounti (from SS)
- Monroe*
- Bad Day (from SS)
- Hustla Muzik*
- Licks (from SS)
- Waiting on a Friend*
- G-6 (from SS)
* Indicates songs from the "HUSTLA MUZIK" mixtape.
While on the road, Omar was still recording new music, hoping to release a deluxe edition of his latest mixtape, and told fans that there would be nothing but "bangers" on the deluxe. Fans are eagerly waiting for new Omar music, which is expected to drop VERY soon...