Last week, the name ASAP Rocky started popping up all over my internet world. Whenever I start seeing a rappers name get shine, I consider a few things before listening to him. Who’s giving it love and how fast that love seems to spread. It’s situations like this that put me on to acts like Odd Future, Danny Brown, and Jay Electronica. In this case, it was a Phat friend reader who hipped me to it (shout out to Rep), then I saw Despot talking about him, then I read about him on Philaflava.
Honestly, most of the stuff Phat Friend readers try and put me on to isn’t my bag. Not their fault, i’m just a picky motherfucker.
Despot, however, is like the world greatest A&R. Pretty much EVERYTHING that’s been dope in the last 5 years, he’s known about way early. It’s uncanny.
Philaflava.com is home to my favorite message board ever and those dudes on there are always on the ball. However, not everything they love is my shit. That’s just the nature of hip hop in 2011.
But you combine those three things and I had to look deeper into it. Then i saw this:
My first reaction was “hmm…interesting”. A Texas dude in NY making sort of screwed music with some really dope beats. To be honest, I don’t “get” screwed music but this is certainly not something you hear every day. Still, I wasn’t totally sold. I mean, from the cursory glance I gave it, it was cool but the the rapping was kinda “Meh” and he was doing that whole “swag” chant thing that I’m pretty fucking sick of.
Still, there was something interesting about this dude’s music to me. Perhaps it was the video above. It’s not everyday you see a gold front mouthed white girl dropping N-bombs. Well, depending where you live, maybe it is but you know what I mean.
Then I got hipped to this little compilation that some European blog put together of his stuff:
Since then I’ve been bumping it pretty regularly and I don’t even know why. I mean, I like it…but it’s not fantastic…yet I still seem to always be down to peep it. The only thing I can compare it to is a movie like “The Rules of Attraction”. Behold the worst trailer ever…
When I initially saw that movie, I was kinda like “Whatever…”. Later, when it started getting run on cable, I found myself always watching it. To this day, if “Rules of attraction” is on TV, I’m watching it, no matter where it is in the film (except the last 10 minutes which is truly awful). ASAP Rocky’s music is kinda like that. It’s some shit that my subconscious must just be eating up.
All that brings me to this: seeing how the internet works, this guy has the ball rolling. People are taking notice. And while I can’t exactly verbalize what it is I like about his music (Though, I think the beats being really great are a big part of it) there is just “Something” there. A feeling. I’ve noticed , with music nowadays, when an artist has a hard to define aura about them and people start spreading the word, good things happen. I guess that mystery makes for good music. ASAP Rocky , to me, is the next “big thing”. Maybe not on a grand scale. He won’t be winning a grammy or anything. But the hipsters are gonna eat this shit up. As will some more basic hip hop heads. Following in the footsteps of Lil B and Odd Future…he’s next. I dunno how long a run he will have or if he’ll reach the same heights as those previously mentioned artists, but something is going to happen. I just hope, if he gets famous, he doesn’t dump his production team. They’ve got talent, yo!