Atlanta rapper Rich the Kid drops his highly-anticipated debut album, The World is Yours. The album has its fair share of highlights, but a lack of distinct artistry holds the rapper back.

Rappers drop new albums like it’s nothing these days.  The latest newbie is Rich the Kid, who dropped his debut album, The World is Yours, on March 30, 2018.  Ahead of The World is Yours, the 25-year old rapper released singles including “New Freezer” (featuring Kendrick Lamar), “Plug Walk,” “Early Mornin Trappin” (featuring Trippie Redd), and “Dead Friends”.  Does the ATL-based rapper ‘take the world by storm’ on his debut album?  The World is Yours has its fair share of highlights, but a lack of distinct artistry holds the rapper back.

“New Freezer” 

Fittingly, title track “World is Yours” kicks things off.  Rich the Kid offers his prudenceon the intro, over moody, mysterious production.  Once the beat kicks in, he goes to town, rapping about crucial matters including hustling, sex, and his wrist.  The first gem arrives with “New Freezer,” featuring the one-and-only Kendrick Lamar.  A quirky banger of sorts, the Rich raps about ‘ice’ and foreigns – both cars and girls that is.  This isn’t a track you’d normally associate K-Dot with, but he brings his own unique approach as he does with his more meaningful, transcendent solo material.

“No Question”

Rich the Kid follows up one banger with another in “No Question,” featuring Future.  On the catchy hook, he asserts:

“…We in the game like Madden
Money fucking do a backflip
Ride around with a dumb bitch
They hating on me ‘cause I’m dumb rich.”

“No Question” is a flex-fest to the nth degree.  Rich brags about his come-up, while Future drops a number of sound effects, while “pouring lean” and “putting a Draco on his hip.”  The Kid goes-it-alone on “Plug Walk,” serving up more of the same shallow, surface level ideas.   

“Too Gone” 

“Too Gone” featuring Khalid is a step-up.  Khalid sounds magnificent singing the chorus with his robust, distinct pipes.  While Rich the Kid doesn’t wow lyrically or thematically, his own unique tone stands out.  Still, it’s the real “kid,” Khalid, who ‘steals the show.’ Celebrating the come-up continues on the lushly produced“Made It,” featuring Jay Critch and Rick Ross.  The Kid drops agile rhymes, contrasted by the husky bars of Ross.

Sex dominates “Drippin,”which isn’t surprising considering Chris Brown guests.  Like the majority of The World is Yours, the production is superb. The song itself is too focused on female genitals, however.  “Lost It” makes up for it, enlisting the services of two out of three Migos – Quavo and Offset. “Lost It” doesn’t feature epic, game changing lyrics, but feels sharper than the majority of the album. This is a banger without question, suiting all three MCs.

“Early Morning Trappin”

On “End of Discussion,” it’s nice to hear Lil Wayne once more, even if his voice sounds a bit, um weird. Still, his agility is a selling point. Enjoyable enough, its good without being the crowning achievement. Single “Early Morning Trappin” follows, featuring Trippie Redd. A bit quirky and ‘all over the place,’ “Early Morning Trappin” doesn’t lack allure.  Redd approaches his verse melodically, drenched in autotune. For all the flaws, quirks, and skepticisms of this banger, its idiosyncrasies make it compelling.

Guess what Rich the Kid asserts on “Small Things?” He states that his girl, who desires material things, wants “small things.”  Hmm. After the kinder, gentler nature of “Small Things,” “Listen Up” goes darker and harder. Substance remains at a minimum, but that’s the case with the album as a whole.  Friends assist on “Gargoyle,” specifically Swae Lee and Offset for a second time.  The minimalist production ranks among the best of The World is Yours. As for the hook, performed by Swae Lee, it’s dumb but irresistibly infectious.

“I’m a gargoyle
Got ‘em hard boiled
Where this popcorn
I’m on top floors
Bitch, I’m country
I mean Tom Sawyer
Black on black mirror
That is charcoal.”

“Dead Friends”

Rich the Kid closes out the album with “Dead Friends”, which is fueled by rap beef.  Supposedly, “Dead Friends” takes shots at Lil Uzi Vert. The hook is ferocious – ice cold:

“You little n***as
My check bigger
Can’t flex, n***a
Can’t bet witcha
Teach you how to be a boss, top dropped off
Motherfuck the fame, I done came to the vault
All them dead friends
You a middleman
You a little man
Your money getting shorter
My bitch from ‘cross the water
Teach you how to count it, all about it, better boss up.”

Essentially, he plays the I’m better than you game, which involves boasts involving money, but also references foreign girls, sigh. The second verse, contains two particularly distinct moments. One references his wrist (“My wrist too cold with Moncler”), while the second seems most pertinent to Lil Uzi Vert (“Come to Rich forever, be a star”).

Final Thoughts

So, how does The World is Yours stack up?  Rich the Kid comes out with some legitimate bangers. That’s a victory.  However, the rapper doesn’t make much of a case regarding his distinctiveness as an artist.  Who is Rich the Kid? After listening, even though The World is Yours is enjoyable enough, there is no sense that The Kid has taken things ‘next level’ beyond the superficial.

Gems: “New Freezer,” “No Question,” “Too Gone,” “Lost It,” “Early Morning Trappin” & “Dead Friends”

Rich the Kid • The World is Yours • Interscope • Release: 3.30.18

Photo Credit: Interscope