French Montana, No Shopping | Track Review 🎵

French Montana delivers a banger with “No Shopping.” Problem is, He’s too selfless, allowing Drake to take over the spotlight.

Up-and-coming rapper French Montana returns after a three-year hiatus.  The last heard from French was P-popping hit, “Pop That.” The platinum-certified single was the centerpiece for French’s major label debut, Excuse My French.  Excuse My French debuted at no. 4, but ultimately didn’t sell proficiently.  Likely, MC and label expect bigger things from forthcoming LP, MC4 (due August 19).

“No Shopping” becomes incredibly important.  This is the tone setter for MC4, an album that French Montana needs to be successful.  The odds are stacked against almost everybody when it comes to album sales. That considered, French Montana really needs to promote the singles.  What better way to build interest around a project that needs all the interest it can get than inviting the year’s bestselling MC along for the ride? Drake was a must, merely from a promotional standpoint if nothing else.

Drake is clearly an essential element to the success of “No Shopping.” It’s not because he delivers something completely new or different, but because he dominates the track.  Drake’s inclusion on “No Shopping” makes perfect sense, but listening to it a couple of times, Drizzy clearly takes more time rapping than French Montana.  That is a slight problem because French Montana is still trying to break through – he’s not quite established.

The verse and hook that French Montana raps are respectable, with the hook catching on the most.  While respectable is just that, other than a sick reference to the “6God” and Serena Williams, much of what French Montana spits is “old hat.” There’s nothing wrong with “old hat,” but French Montana would’ve been more effective if he sold himself more.

But it’s not all sour grapes for French Montana. Really, this whole rant is nitpicking FM.  The production on “No Shopping” bangs, the hook is on-point, and Drake flexes.  There’s nothing transcendent, but if nothing more, it’s a worthwhile banger.  Still, French Montana could stand to elevate his game and establish himself as a distinctive rap persona.  That’s truly his “next steps” in the game.

French Montana • MC4 • Epic • Release: 8.19.16

Photo credit: Epic