A$AP Rocky returns with a new single, “Bad Company.” The New York rapper is assisted by Memphis rapper, BlacBoy JB.  

East Coast rapper A$AP Rocky is bad with a new single, “Bad Company.”  Any “f**kin’ problems”with him returning with a new single? None, though the record at hand isn’t without flaw, sigh. “Bad Company” commences with a skit.  At the end of the skit, A$AP Rocky states, “Um, I get the feeling that you’re admired, but, um, I’m above average.”  Following his profundity (sense the sarcasm), the record kicks into gear.  The best part of “Bad Company” is its unique, minimalist production work.  The sound is a blend of more soulful hip-hop sounds, led by the robust bass line, as well as trap cues.

This sound is perfect fuel for the fire for A$AP Rocky, who drops a catchy hook, followed by even catchier bridge.

“Bad company’s bad for your company

Bad company’s bad for your company

Mac and the ski mask in case you come for me

Got the Mac and the ski mask in case you come for me.”

Essentially, A$AP Rocky plays up the tried-and-true gun plus a maskreference that’s graced rap for years and years.  Following the hook and bridge, he drops a verse, featuring a few contributions from BlocBoy JB. Rocky again isn’t particularly profound, but give him credit for the prize lyric, “Had a bachelor’s degree, Ph. D while sellin’ speed.” As for BlocBoy JB, he gets his own verse, a segue from the first. Notably, there’s lots of extra syllables.  Furthermore, there’s the expected clichés – hos, jewelry, guns, hustling.

A$AP Rocky follows with a short third verse, centered on smoke, followed by a variation on the record’s crowning achievement, it’s bridge.  Then there’s more Rocky to be had, with a fourth and final verse that is utterly childish.  How so? He references The Flintstones, Fruity Peebles, and Lucky Charms.  No worries, he also manages to throw in a “Bad b***h from outta town,” who he thinks “model(s) Abercrombie.”  He closes out with the chorus, followed by the assertion, “I’m above average.”

“I got so much beef, I could barely sleep

Paranoia got me losin’ all my Z’s all day

Good lord, momma prayin’ on her knees, all day

If you still frontin’ when I up it, I’mma squeeze.”

Final Thoughts

How does new A$AP Rocky stack up? “Bad Company” isn’t bad, but it’s doesn’t come off as particularly great, let alone a hit.  It’s okay – it’s well-produced, but the rhymes leave more to be desired.

A$AP Rocky • Bad Company (Ft. BlocBoy JB) – Single • RCA • Release: 3.30.18 

Photo Credit: RCA