Cochise has achieved TikTok virality time and time again with tracks including “POCKET ROCKET” and “Tell Em.” Laced with his smooth auto-tuned vocals and Floridian finesse and further leveled up with his contagious and clean production style, a whole lot of the rapper’s discography is social media bait. But that’s not what he has his sights set on.

He’s making that very clear on his third studio album, WHY ALWAYS ME?, an 18-track offering that he calls the follow-up to 2023’s NO ONE’S NICE TO ME.

“You can’t argue with the internet. It’s gonna do what it’s gonna do. But you don’t have to be the most viral artist to stay relevant,” he told Hypebeast.

Rather than chase his glory days of virality, Cochise prefers to stay in his well-established lane, riding solo if need be. “I don’t have all these collaborations or co-signs. But I’m still here. By the grace of God. That’s where the album title comes from.”

WHY ALWAYS ME? arrives after Cochise spent the year unveiling a handful of singles one at a time, the project’s “4AM,” “GOOGLE ME” and “NASTY” included. Aside from features from Aminé on the latter, Anycia on “WIT ME” and Veeze on “FAKE LOVE,” WHY ALWAYS ME? is a proper solo comeback from Cochise.

“I’m not trying to please anybody. I’m focused on my circle,” he says of his current approach. “You gotta find your own fan base and keep working with them. Find that group and lock in.”

Aside from its inner-circle-only influences, the album also pays homage to his Floridian community. While Cochise uses his witty lyricsm to shout his city – ”FLORIDA BWOY” a standout cut – it’s the sonic persona of the project that really taps into the rapper’s roots.

“The way my voice sits on a song is because of Florida and that Dancehall-inspired sound, but it’s about more than that. It’s how it all sounds.”

Expansive in genre, WHY ALWAYS ME? remains focused in theme, something highly important to Cochise when conceptualizing this album; he’s a firm believer in a project with a theme, a fan of the multi-medium storytelling that comes with a hyperfocused project. On WHY ALWAYS ME?, Cochise draws from the Candyman horror film series, the trailer and key visuals featuring the rapper donning the outfit – hook included – of the film’s main character. 

Despite its horror undertones, the trailer – and album – still maintains Cochise’s signature lighthearted tone, though, proving the sentiment he echos numerous times throughout the interview: “For me, it’s just about having fun.” That’s what Cochise has mastered since the release of THE INSPECTION: how to layer his animated artistry with his introspective inner self.  

“I look at my sh*t like the ‘Cha-Cha Slide.’ Everybody can do it.”

Stream WHY ALWAYS ME? – out everywhere now.