Everytime tha Beat Drop

Infobox Single |
Name = Everytime tha Beat Drop
Artist = Monica featuring Dem Franchize Boys
from Album = The Makings of Me

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Released = July 24, 2006 (North America)
Format = Digital download, vinyl single, CD single
Writer = Johnta Austin, Jermaine Dupri, Maurice Gleaton, Charles Hammond, Robert Hill, Deangelo Hunt, Bernard Leverette, James Phillips, Gerald Tiller
Recorded = SouthSide Studios,
Atlanta, Georgia, 2006
Genre = R&B, hip hop, snap
Length = 3:43
Label = J Records
Producer = Jermaine Dupri, LRoc
Chart position =
Misc = Extra chronology
Artist = Monica
Type = singles
Last single = "U Should've Known Better"
(2004)
This single = "Everytime tha Beat Drop"
(2006)
Next single = "A Dozen Roses (You Remind Me)"
(2006)"Everytime tha Beat Drop" is a snap-R&B song written by Johnta Austin, Jermaine Dupri, Charles Hammond, Robert Hill, Deangelo Hunt, James Phillips, and Dem Franchize Boys for American singer Monica's fourth studio album, "The Makings of Me" (2006). It was co-produced by Dupri, and LRoc and incorporates beats of Nelly's 2005 single "Grillz" and a sample of Dem Franchize Boyz' 2006 hit "Lean wit It, Rock wit It". Released as the album's lead single on July 24, 2006 (see 2006 in music) in the United States, the song saw moderate success with a peak positions of number 48 on the "Billboard" Hot 100 and number 11 on the Hot R&B/Hip-Hop Songs chart.

Writing and recording

"Everytime tha Beat Drop" is one out of three tracks Jermaine Dupri contributed to "The Makings of Me" and among the last songs on the album Dupri and co-producer LRoc worked on in the SouthSide Studios in Atlanta, Georgia.cite web|title="Monica Snaps Back"|work=TeenPeople|url=http://www.teenpeople.com/teenpeople/article/0,22196,1539526,00.shtml|accessdate=2006-11-27] Inteded to be a record "kids can enjoy,"cite web | title="Monica Opens Up 'Musical Diary' On New Album"| work=Billboard| url=http://www.billboard.com/bbcom/news/article_display.jsp?vnu_content_id=1002914640| accessdate=2006-11-27] Monica has described the snap inspired song as a pure "fun record"cite web|title=Exclusive: Interview with Monica|work=ConcreteLoop| url=http://concreteloop.com/interviews-monica|accessdate=2006-11-27] without any special lyrical message but with the attempt to show "something that appears on the outside to be different from" her and that is "a real good representation" of where she's from and what she's listening and dancing to in private. "Snap music originated on the West Side of Atlanta," Monica said in an interview with the "People Magazine". "If you listen to the sound, you'll always hear a snap somewhere in it. Most of the time, whatever [way you're moving, you] stop at the snap." The song incorporates beats of Nelly's 2005 single "Grillz", while also sampling from Dem Franchize Boyz's "Lean wit It, Rock wit It"'s line in which it says "Rock, then bend my knees everytime the beat drops."

On May 21, 2006 an unmastered clip of the song leaked onto the internet via ratethemusic.com, a website that asks people's opinions on new tracks from various artists, and by June 6 the entire track had leaked fully edited. The first version has different vocals from the one on "The Makings of Me", and also features less of Dem Franchize Boyz' vocals. A remix version of "Everytime tha Beat Drop" featuring rappers T.I. and Young Jeezy also leaked the following month.

Music video

The music video for "Everytime tha Beat Drop" was filmed by Norwegian director Ray Kay and entirely shot at the PC&E Sound Stage in Atlanta, Georgia on July 7 and 8, 2006.cite web | title="Monica's ATL Video Shoot"| work=AccessAtlanta| url=http://lpe.accessatlanta.com/gallery/view/music/photos/0706/Monica| accessdate=2006-11-27] It was Monica's first video to be shot in her home town since her very first video, for "Don't Take It Personal (Just One of Dem Days)," in 1995.

The video does not have a substantial plot but, per Monica's request, focus is on the "snap" theme of the song, catching the Atlanta based vibe of the beats, while performing and dancing in front of subdued colors in grey and in black. Monica and Dem Franchize Boys' scenes are incut by several computer animations and single dance sequences.

"Everytime tha Beat Drop" feaures appearances by guest rappers Gerald Tiller, Maurice Gleaton, Jamal Willingham, Bernard Leverette, producer Jermaine Dupri, Chyna Whyte and Monica's younger brother Montez Arnold. The video world premiered at the end of BET's "Access Granted" on August 2, 2006.cite web | title="Episode Detail: Monica"| work=TVGuide| url=http://www.tvguide.com/detail/tv-show.aspx?tvobjectid=198252&more=ucepisodelist&episodeid=5802218| accessdate=2007-04-09]

Chart performance

The song was released on July 24, 2006 to U.S. radios and instantly debuted at number 68 on the U.S. "Billboard" Hot R&B/Hip-Hop Songs chart after only four days of airplay. Afterwards it jumped from number sixty-eight to number forty-eight on that particular chart, before eventually entering the top 30, reaching its peak position of number 11. The song became Monica's tenth top 20 entry on the "Billboard" Hot R&B/Hip-Hop Tracks chart.cite web | title=Artist Chart History| work=Billboard| url=http://www.billboard.com/bbcom/retrieve_chart_history.do?model.vnuArtistId=88033&model.vnuAlbumId=794066| accessdate=2007-04-09]

On August 3, 2006, "Everytime tha Beat Drop" debuted at number six on the "Billboard" Bubbling Under Hot 100 Singles. While it entered the Hot 100 at number ninety-four in the following week, the song failed to enter the top 50 until its tenth week on particular chart – the same week "The Makings of Me" became available via digital download. The single eventually reached a peak position of nunber 48 on the official Hot 100, becoming Monica's least successful lead single since 2002's "All Eyez on Me."cite web | title=Artist Chart History| work=Billboard| url=http://www.billboard.com/bbcom/retrieve_chart_history.do?model.vnuArtistId=88033&model.vnuAlbumId=794066| accessdate=2007-04-09]

Looking back, however, Monica admitted she would have re-worked her strategy following the mediocre success of the lead single.cite web | title="Monica Revisits Label Drama"| work=SOHH| url=http://sohh.com/articles/article.php/10958| accessdate=2007-06-24] Instead of allowing her label to influence the selection of her singles, she would have looked more to her fans for opinions: "If I had to do something over again, I'd probably release more than one single and let the audience choose which one they would have wanted to hear," she admitted to "SOHH".cite web | title="Monica Revisits Label Drama"| work=SOHH| url=http://sohh.com/articles/article.php/10958| accessdate=2007-06-24]

Charts

Credits and personnel

*Lead vocals: Monica Arnold
*Audio mixing: Phil Tan, Jermaine Dupri
*Mixing assistance: Josh Houghkirk
*Engineers: John Horesco IV, Tad "Rowdy Rik"
*Producer: Jermaine Dupri
*Additional production: LRoc
*Mastered by Dave Kutch
*Recorded by SouthSide Studios, Atlanta, Georgia, U.S.

Notes

Monica