WHAT TIME IS IT? CRUSH O’CLOCK. Three Records. Three Different Vibes. One AM ORIGINAL Takeover. MR CRUSH IS TURNING UP THE TEMPERATURE, TURNING UP THE VOLUME, AND PUTTING THE ENTIRE CULTURE ON CRUSH

WHAT TIME IS IT? CRUSH O’CLOCK.

Three Records. Three Different Vibes. One AM ORIGINAL Takeover.

MR CRUSH IS TURNING UP THE TEMPERATURE, TURNING UP THE VOLUME, AND PUTTING THE ENTIRE CULTURE ON CRUSH TIME.

SAVANNAH, GA — The clock is ticking, the speakers are knocking, and the forecast is calling for a full-blown CRUSH takeover.

With the arrival of AM ORIGINAL, Mr CRUSH, Plug Not A Rapper, and PartyPlugMikey have delivered more than another hip-hop project. They’ve opened the doors to a musical universe where Southern nightlife, luxury lifestyles, international dance culture, romantic adventures, and unapologetic originality collide.

Three identities. One artist. One unmistakable movement.

And as the album begins making its way through listeners’ playlists, three records are emerging as early audience favorites:

“What Time,” “Been Jammin,” and “Climate Controlla.”

Different sounds. Different experiences. Same CRUSH DNA.

These three songs have been identified by the artist as the album’s highest-performing releases so far, creating an exciting early picture of which sounds are connecting with listeners.

⏰ WHAT TIME — THE CLOCK DOESN’T TICK. IT TURNS UP.

“What time today? What time tonight?”

Some songs tell you where the party is.

Others tell you who’s invited.

But “What Time” asks the only question that matters when the energy is right and everybody is ready to make something happen.

WHAT TIME?!

Built around urgency, anticipation, and the thrill of spontaneous adventure, “What Time” transforms one of the simplest questions in everyday conversation into a lifestyle anthem.

From Savannah’s coastal energy to Atlanta’s nightlife, from daytime linkups to after-dark adventures, the record captures the feeling of a good time waiting to happen.

It’s more than a question.

It’s an invitation.

It’s a notification.

It’s a countdown to unforgettable memories.

And in the CRUSH universe, there’s only one correct answer:

RIGHT NOW.

🎬 WATCH “WHAT TIME” — OFFICIAL MUSIC VIDEO

https://youtu.be/nvVqnyrdces

🔊 BEEN JAMMIN — THE SOUTH HAS A SOUNDTRACK. CRUSH HAS THE AUX.

Before the destination comes the drive.

Before the party comes the playlist.

Before the crowd goes crazy, somebody has to turn the music all the way up.

Enter “Been Jammin.”

An unapologetic celebration of Southern car culture, booming speakers, nightlife, and the freedom of moving through the city with your favorite music playing.

This isn’t just another record about riding around.

It’s a soundtrack for the people who make the ride itself an experience.

From Savannah to Jacksonville, Atlanta to Miami, “Been Jammin” brings together the regional influences that helped shape the CRUSH identity.

Luxury automobiles, energetic boulevards, beautiful scenery, and bass-heavy excitement become part of the musical experience.

Because anybody can play music.

But when the lifestyle matches the soundtrack?

YOU AIN’T JUST RIDING. YOU BEEN JAMMIN.

🎬 WATCH “BEEN JAMMIN” — OFFICIAL MUSIC VIDEO

https://youtu.be/D8r2bt–aZc

🔥❄️ CLIMATE CONTROLLA — THE FORECAST IS 100% CRUSH.

Forget checking the weather.

MR CRUSH IS CONTROLLING IT.

With “Climate Controlla,” the artist turns temperature into a metaphor for influence, confidence, attraction, and the power to change the atmosphere wherever he goes.

Too cold?

Turn up the heat.

Too hot?

Cool it down.

Party getting boring?

Change the entire forecast.

The record’s fire-and-ice identity creates a world where summer meets winter, tropical energy meets icy luxury, and the atmosphere changes with the music.

The concept extends beyond the seasons.

It’s about commanding a room.

Controlling the mood.

Knowing exactly when to turn things up and when to cool things down.

And most importantly, never allowing the environment to determine your energy.

THE WEATHER DOESN’T MAKE THE PARTY. THE PARTY MAKES THE WEATHER.

🎬 WATCH “CLIMATE CONTROLLA” — OFFICIAL MUSIC VIDEO

https://youtu.be/uv4KlX6zAVU

THREE IDENTITIES. ONE ARTIST. INFINITE ORIGINALITY.

One of the defining characteristics of AM ORIGINAL is its ability to unite three creative identities under one artistic vision.

Mr CRUSH represents the larger-than-life entertainer, the personality, the spectacle, and the ambition.

PartyPlugMikey brings the nightlife, cultural connections, celebrations, and unforgettable social experiences.

Plug Not A Rapper challenges conventional expectations, emphasizing personality, creativity, and a lifestyle that extends beyond the recording booth.

Together, they represent a creative identity that refuses to fit into one category.

And with AM ORIGINAL, that philosophy becomes the entire foundation of the project.

FROM SAVANNAH ROOTS TO A GLOBAL CRUSH UNIVERSE

The story behind the music reaches far beyond the studio.

Rooted in Savannah, Georgia, and shaped by experiences across Southern cities, college culture, nightlife, entertainment, and the independent music scene, the CRUSH movement has always been about more than individual songs.

It’s about creating experiences that people remember.

From Savannah State University homecoming culture to coastal celebrations, regional party scenes, and the continuing expansion of the CRUSH brand, each new release adds another chapter to a much larger story.

The AM ORIGINAL era brings that vision into sharper focus through an animated music-video universe, imaginative environments, recurring characters, and cinematic concepts designed to give each record its own identity.

The music supplies the soundtrack.

The visuals build the world.

The audience brings it to life.

THE BIGGER PICTURE: AM ORIGINAL IS JUST GETTING STARTED.

With ten songs forming the album’s musical foundation, “What Time,” “Been Jammin,” and “Climate Controlla” are only three chapters in a much bigger experience.

Their early performance provides an encouraging signal about the audience’s appetite for the project’s energetic, concept-driven sound.

But the story is still unfolding.

More music to discover.

More visuals to experience.

More CRUSH culture to celebrate.

And more opportunities for listeners to find their own favorite record.

THE CLOCK IS RUNNING.

THE SPEAKERS ARE JAMMIN.

THE CLIMATE IS UNDER CONTROL.

AND THE ENTIRE WORLD IS ON CRUSH TIME.

STREAM AM ORIGINAL. WATCH THE VIDEOS. JOIN THE MOVEMENT.

AM ORIGINAL (2026)

Mr CRUSH × Plug Not A Rapper × PartyPlugMikey

One Artist. Three Identities. One Original Universe.

CRUSH MAGAZINE | ORANGE CRUSH ENTERTAINMENT

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