Heno Rebrands With Video Release
The introspective rapper is starting the new year with a rebrand. His decision to change his rap name from Why-Fi to Heno is a strategic marketing and personal choice. Heno, a name stemming from the rapper’s real name, Yihenew, which means “This Is It” in Amharic. In a conversation that I had with the rapper, he says that he’s empowered and inspired by his name change. He explains further, “I feel like I was in a box before as Why-Fi,” since Heno is closer to his real name, it provides more freedom for artistic expression through a more personal approach.
The Maryland native released his first video under the name Heno for his new single, “Over and Over.” The rapper has released previous projects including The Most Whyreless EP in 2015, along with his debut album, Elysium, that dropped last year. The 12 song album features songs like “Cold Nights,” “Shepherd,” “Next Up,” and “Damn Thing.” All are unique records that teleport listeners directly into Heno’s struggles as an artist, personal hardships, and stories of triumph. The rapper hails from Takoma Park, a Maryland suburb that sits adjacent to the nation’s capital, Washington D.C. He often reminisces about his days in Maryland as an adolescent before he made his way to California.
“Remember days back at Kennedy, and people said I wouldn’t be shit, I never let that shit get to me cuz I always knew that I’d be rich.”
– Only One, Elysium
Heno also gets personal on songs like “Nobody” and “Introspection,” the outro on Elysium. The outro is one of my favorite records on the project because of it’s in-depth, reflective and intimate subject matter. The song starts with Heno repeatedly asking listeners, “What would you try to do if you was me?” Coming from a ‘between a rock and a hard place’ perspective the rapper’s hunger is apparent. On this track, he shares extremely compelling experiences including family troubles at home and the effect his mother’s illness had on him as a young child.
“My momma was blind first, now her neck and spine hurt, watching that since I was nine had my crying until my eyes hurt, ironic while my dad and brother fighting and it ain’t getting better…”
Stepping into the future, Heno is looking forward to the growth that this name change will bring. During our encounter, Heno reflected on his growth thus far, “I feel as if I’ve progressed not only as an artist, writer or producer but as a person.” The video for his single, “Over and Over,” released right before the New Year, making it his first appearance as Heno. The rapper says that he’s ready to embrace himself in his truest form, which will inevitably translate into some new fire ass music.
Watch Heno’s music video for his new single, “Over and Over,” below: