11:11

Toronto-born Tyler Craig, who records as 11:11, entered the marketplace in 2015 as a contemporary R&B singer, songwriter, and producer whose work centers on trap-styled slow jams that occasionally veer into reggae and pop. From that point he assembled a substantial catalog of singles and EPs, among them the six-track Mood, issued in 2019.

Having started strictly as a producer, Craig found he possessed a talent for mellow and emotive singing after capturing a reference vocal on one of his own instrumentals. That discovery prompted him to pursue a performing career rather than restrict himself to supplying beats for other acts. He therefore began issuing music under the 11:11 moniker in 2015, the same year the seven-track EP 11:11 appeared.

Additional singles, including the Rob Holladay collaboration “Good Love,” along with a shorter second EP titled 11/11, continued to surface through 2018. Near the close of that year Universal gave broad distribution to his previously independent releases and sustained its support the following year, when three new singles preceded the Mood EP.