A!MS is looking back to where he built much of his musical world with “Don’t Die,” his new collaboration with Dappy and the lead track from the forthcoming Peak Season – Deluxe.
Released July 31, the track centers on perseverance, loyalty and legacy, built around the refrain “the real don’t die.” A!MS keeps the message direct, giving the song the feel of a statement about what remains after the music stops rather than a conventional victory lap.
The track carries an unexpected piece of history. In 2015, Chris Brown painted a “Don’t Die” mural inside Club Black N’ White, the Ayia Napa venue operated by A!MS’ family and closely associated with the island’s UK garage and hip-hop scene.
A!MS rediscovered the mural after he and Dappy had already recorded their song, turning the coincidence into the visual concept for the release. The official music video continues that connection.
“Peak Season was never just about a month or a moment. It was about building a world from Cyprus that could connect London, the Caribbean and everywhere in between,” A!MS says. “‘Don’t Die’ is the final word in that story: what you create, the people you bring together and the legacy you leave can live beyond you.”
That idea also frames Peak Season – Deluxe, due Aug. 28 via 3fifty7 Music Ltd and distributed by Believe. The four additional tracks expand the original nine-song album with appearances from Vanessa Bling, Tugga War, Cool & Dre, Ivorian Doll, Michelin Shin and Alika, alongside Dappy.
For A!MS, who emerged through the So Solid Crew orbit before developing his career from Cyprus, the project continues to make the case for a version of UK-rooted music that doesn’t need to stay in one place.
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