Milwaukee’s own Vincent Van Great is back with “Ultimate Freshness,” a collaboration with fellow local powerhouse Emmitt James that dropped last Friday. The Recording Academy class of 2025 member continues to prove why he’s one of the most dynamic voices coming out of Cream City.

Clocking in at just over three and a half minutes, “Ultimate Freshness” rides a mid-tempo groove that lands somewhere between head-nod hip-hop and moody R&B. The production carries a punchy energy, but the overall vibe leans introspective—a fitting duality for an artist who has made his name blending vulnerability with ambition. Van Great’s signature approach of weaving singing and rapping is on full display here, complemented perfectly by Emmitt James’ contributions.

For those who’ve followed Van Great’s journey through projects like Ladies Please and his various collaborative efforts—including the memorable work with SistaStrings—”Ultimate Freshness” feels like a natural progression. The man continues to push his sound forward while staying rooted in the message that has defined his catalog: don’t settle, keep chasing.

This is headphone music for your commute, your late-night drives through the Third Ward, or whenever you need a reminder that Milwaukee’s hip-hop scene is far from sleeping.

Stream “Ultimate Freshness” now: https://open.spotify.com/track/5zy6tYVZFwlEg6MBTZLkJo