The West Philly rapper whose work has landed on ‘Abbott Elementary.’ Twice.
Amir Richardson, who goes by the Bul Bey, was told his music wasn't Philly enough. Now, his music plays in one of the most Philly TV shows ever.
When Philly artist Amir Bey Richardson first uploaded his rap songs online in 2010, he was told his music was “too corny” to garner an audience.
“I definitely had friends who encouraged me, but I had other friends who used to call it ‘bus driver rap,’” Richardson said. “Or they said, ‘Too many people rap. Get out of here.’”
Thankfully, he didn’t. Today, Richardson is the go-to musician for hire for major network shows, including the Emmy-winning, Philly-set comedy series, Abbott Elementary.
Richardson, who goes by the Bul Bey, knows his music doesn’t have the same musical edge that has long defined Philadelphia’s hip-hop sound. But he makes up for it with his more soulful and personal hip-hop records that speak to his West Philly roots and connect with a wider range of rap fans.
“Philadelphia is one of those cities where rapping is held to a higher standard, so I had to listen to my heart,” he said. “I was an artist whether I wanted to be one or not.”
While his sound didn’t match that of his contemporaries, he believes it sets him apart from other Philly artists.
On the Oct. 22 episode of Abbott Elementary, Richardson’s 2024 track, “Elbow Deep,” plays in the background as characters Gregory and Janine, played by Tyler James Williams and show creator Quinta Brunson, set the vibe for a friendly hangout.
“I lost my mind when I heard it,” Richardson said. “There are some explicit moments in the song, but when I saw the scene, it all made total sense.”
This was the second time Richardson’s music was placed in the hit series.
Back in February 2022, Richardson sent an “awkward” introductory message on LinkedIn to Abbott Elementary music supervisor, Kier Lehman. Among the tens of tracks Richardson pulled from his catalog to include in that message, the 2014 single, “Where I’m From,” managed to strike a chord with Lehman.
In early 2023, the Grammy-nominated music supervisor reached out to Richardson to request the use of “Where I’m From” for season two, episode 19, of the show.
Richardson said he’s still processing the achievement. “Sometimes I go back to the episode just to make sure it wasn’t changed,” he said.
That song placement, Richardson said, arrived at a “time of desperation.”
After a decade of making music, Richardson was at a creative crossroads. He was confident in his musical talents, but it felt like there were limited avenues to showcase them. “I felt very lost and desperate,” he said.
He stumbled onto Abbott Elementary like everyone else. Only he paused the TV to find Lehman’s name in the end credits and reached out to him months later on the networking platform.
While he’s now “embarrassed” by his direct message to Lehman, the eventual song placement was the first time Richardson was ever paid for his music.
“That was definitely me crossing a threshold,” he said. ‘And in my mind, I was like, ‘I have to do that again.’”
It would be two years until that would happen. Earlier this year, Lehman reached out to Richardson to use “Elbow Deep.” Richardson approved immediately.
In the meanwhile, that first placement opened several creative doors.
Between his role as an event coordinator for the Free Library of Philadelphia, Richardson dropped a pair of collaborative EPs with producers Sam Live and Patrick Feliciano. He also contributed music to WHYY programs such as Albie’s Elevator and The Infinite Art Hunt, and served as the host of the Franklin Institute’s So Curious podcast.
He was even tapped to narrate a Skechers ad featuring Sixers star Joel Embiid, showcasing his abilities as a voice over talent.
It’s all been a surprising path, Richardson said. One that has inspired him to pursue avenues that meld his love of music and Philadelphia.
“It let me know I had a narrower view of what I could do as an artist,” Richardson said. “I wouldn’t say I’m doing unconventional things, but it’s more of a wider range.”
His goal is to be a more notable name for big-budget shows and eventually land a placement on a blockbuster film. He currently has his sights on Sony’s animated Spider-Man multiverse saga, which Lehman previously served as the music supervisor for in 2018.
For someone who started out making songs from his college radio station at Pittsburgh’s La Roche University, and now sees his name on TV screens, Richardson has learned to avoid limiting his art and musical reach. And to the friends who previously doubted his abilities, he’s proving his music can take him places he’s never been, including primetime television.