Erykah Badu’s “Other Side Of The Game” was the inside view of a woman’s unconditional love for her street hustler man. The cool blend of jazz and R&B thanks to The Roots and their late manager Richard Nichols softened Badu’s narrative about a partner who chooses the illegal pharmaceutical trade despite having a formal education. She feels conflicted because she knows it’s is only a matter of time before things reach a dangerous climax but she is pregnant and wants to be a family. The video was stunning and featured her and then real-life partner André 3000 as the troubled couple. A lot of women were able to relate to the story and the video was unforgettable. “Other Side Of The Game” was one more reason why Badu’s 1997 debut Baduizm was one of the most important albums of the decade. She had managed to present herself as an unapologetically Black bohemian singing updated classic soul to the masses. Incense and head wraps were her trademarks along with a fierce hold on self-invention. Badu released her fifth album New Amerykah Part Two in 2010 and her But You Caint Use My Phone EP was released in 2015.
In 2020, Erykah Badu launched her baduworldmarket.com and unveiled the Badu Pussy Premium Incense which sold out in 19 minutes.