Given that Breland grew up surrounded by gospel music — thanks to his minister parents — it would make sense that his career might trend in that direction. But instead he's developed a country sound that integrates elements of trap, hip-hop R&B and soul. Critics call it "country-trap", but Breland calls it "cross country".
After growing up in New Jersey, Breland attended Georgetown University, where he performed in an a cappella group and worked on writing his own music. He moved to Atlanta after graduating and learned how to engineer, sharing the tracks he produced on social media.
Those platforms helped Breland amass a following and a serious number of streams, all of which led to a record deal with Bad Realm Records/Atlantic Records.
In 2020, Breland released two EPs, Breland and Rage & Sorrow. His sound has garnered support from major country artists. Breland partnered with Mickey Guyton for his single 'Cross Country' and with Keith Urban on his single 'Throw It Back'.
Gabby Barrett won Female Video of the Year while Kane Brown won Male Video of the Year.
The video for the song, which features on Urban’s The Speed of Now Part 1, also sees Chic’s Nile Rodgers make an appearance.