As a member of OutKast, Big Boi never had to pander to the masses--he and Andre 3000 dared the masses to follow them on their left-field hip-hop experimentations. But as a solo artist trying desperately to gain individual traction, and hype for his solo debut Sir Luscious Left Foot...Son Of Chico Dusty, Big Boi has made a move towards trying to attract as many people as possible through stuff they already like--namely ringtone rap, which for Big Boi means a song all about his girl having a special ringtone, with a hook about a special ringtone. That's so meta, that if (when) this turns into a ringtone, it will melt your phone.
Hopefully this single means Luscious Left Foot (it's currently slotted for a February 24 release) is finally coming out so Big can try to corral Andre into a studio so they can work on better stuff than this.