So, here’s the thing about Paul Russell. Most people know him as the "Lil Boo Thang" guy. You know the one—the song that sampled "Best of My Love" and suddenly made every TikTok video feel like a backyard barbecue in 1977. But the real test for any artist who blows up on an algorithm is what happens next. That’s where Paul Russell Say Cheese comes in.
It’s not just a follow-up. Honestly, it’s a victory lap.
Released in January 2024, "Say Cheese" wasn't some corporate-mandated "we need another hit" project. Russell actually wrote it on his birthday, just a few weeks after he finally quit his day job. Imagine that for a second. One day you're staring at Excel spreadsheets in a finance department at a tech company—literally his life at the time—and the next, you’re traveling the world because a song you recorded in your bedroom went platinum.
The Birthday Anthem That Almost Didn't Happen
When you listen to Paul Russell Say Cheese, you’re hearing the sound of a guy who just realized his life changed forever. It’s celebratory. It’s loud. It’s unapologetically happy. Russell has gone on record saying that "nobody is making happy music anymore," so he decided to just do it himself.
The track is built on a specific kind of sunshine. While "Lil Boo Thang" leaned heavily on that iconic disco-soul sample, "Say Cheese" takes a slightly more nuanced approach. It still feels vintage—very 70s-influenced—but it leans into this "cookout music" vibe that Paul has basically trademarked. He’s not trying to be the most lyrical rapper on the planet. He’s trying to be the guy who makes you want to take a photo of your friends.
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"I wrote it on my birthday," he shared in a press release. "It’s meant to feel like a celebration—of life and of the fact that anything can happen."
What Most People Get Wrong About the Lyrics
Some critics call this kind of music "corny." Let’s be real, the internet loves to hate on things that are genuinely joyful. But if you actually look at the bars in Paul Russell Say Cheese, there’s a level of self-awareness that most people miss.
He’s rapping about "stepping out in a purple Mercedes" and "wearing this fit that they gave me," but he immediately checks himself by mentioning his 459 unread messages. It’s the perspective of a guy who is overwhelmed by his own success but is choosing to enjoy the ride rather than act too cool for it.
- The "Macy's" Line: He jokes about his outfit not being from Macy's, a nod to his sudden access to high-fashion showrooms.
- The Key Card: A subtle flex about living in hotels while touring the world.
- The "Say Cheese" Hook: It’s a literal command to document the moment before it’s gone.
The song actually samples "Wasurerarenaino" by the Japanese band Sakanation. If you haven't heard the original, go find it. It’s got this driving, funky bassline that fits Paul's flow perfectly. By pulling from Japanese city-pop and 70s soul, he’s creating a sound that feels familiar but doesn't quite sound like anything else on the radio right now.
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Why "Say Cheese" Matters for the "One-Hit Wonder" Conversation
There’s always a lot of pressure on a second single. If it flops, you’re a trivia question. If it hits, you’re a career artist.
Paul Russell Say Cheese did exactly what it needed to do: it solidified his brand. He didn't try to pivot into some dark, moody trap record to prove he was "serious." He doubled down on the "happy" brand.
Working with producer Sean Cook again—the same mind behind the "Lil Boo Thang" magic—was a smart move. They have a chemistry that feels organic. They aren't over-engineering these tracks. They’re capturing a mood. Russell has mentioned that he views his music as "soundtracks for moments," and "Say Cheese" is specifically for that moment when the sun is setting and the vibes are at a 10.
Actionable Insights for Your Next Playlist
If you’re trying to figure out how to work this track into your life, or if you’re an aspiring creator looking at why this worked, here’s the breakdown:
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Document the Good Stuff.
The core message of the song is literally "take more photos." In a world where we’re all worried about being "cringe," Paul is giving you permission to cherish the spontaneity of life. If you’re a content creator, this song is the perfect background for "day in the life" or celebration reels.
Identify the Samples.
Don’t just listen to the hit; go back to the source. Check out Sakanation. Check out The Emotions. Understanding where this music comes from makes the listening experience way richer. It’s like finding the easter eggs in a movie.
Don’t Be Afraid of Joy.
The biggest takeaway from the success of Paul Russell Say Cheese is that there is a massive market for positivity. You don't always have to be deep or dark to be authentic. Sometimes, being authentic just means admitting you’re having the best day of your life.
If you’re building a "Good Vibes Only" or "Summer Cookout" playlist, this is a non-negotiable add. It’s the bridge between old-school soul appreciation and modern-day pop-rap. And honestly? It’s just fun. Sometimes that’s enough.