Things have been uncharacteristically quiet in the Vincent Van Great camp of late. Aside from becoming a member of the Recording Academy, working with IshDARR on a one-off 2025 single, and performing in partnership with the men’s basketball programs of both UW-Milwaukee and UW-Green Bay, the accomplished Milwaukee rapper, singer, and producer has been largely insular since a landmark year in 2023 that found him throwing out the first pitch before a Brewers game and releasing his latest and (van) greatest album, the lush and expansive Ladies Please.
Thankfully, the relative radio silence from VVG isn’t an indication that he’s fading away. Rather, he’s been keeping things quiet as he works on new material. Today, Vincent Van Great put out a new track called “Ultimate Freshness.” The release marks his first new single in over a year and his first recorded collaboration with ever-active Milwaukee emcee Emmitt James.
True to its name, the laid back, smooth, and summer-suited song is certifiably fresh as Van Great—venturing back to his pre-R&B origins as a rapper—doles out witty lyrics with the justified confidence of a grizzled stage and studio vet. He also showcases his versatility as an artist by singing a melodic hook. Around the halfway point, James pops in with 30 seconds of esoteric rhymes delivered in his distinct and endearing style to bring the already soaring track to new heights.
Before Vincent Van Great performs it at the T-Mobile Stage at Summerfest on Saturday, June 27 (2:30 p.m. start time), listen to “Ultimate Freshness” below or anywhere you stream music.