While Rich the Kid delivers a banger with “Tic Toc,” featuring Tory Lanez, he still struggles to solidify his own distinct rap identity. 

Southern rapper Rich the Kid is prepping his sophomore album, World is Yours 2.  His debut, World is Yours (2018), had its moments, including the likes of “New Freezer” and the purported Lil Uzi Vert diss track, “Dead Friends”.  Even with gems on his hands, The World is Yours didn’t really distinguish Rich as truly distinct rapper.  Maybe he’ll do so on album numero dos.  Regardless, on single “Tic Toc,” featuring Tory Lanez, Rich is true to self, for better or for worse.

“Tic Toc” = banger.  If nothing else, Rich the Kid, assisted by Tory Lanez check of all the boxes that qualify a record as a banger.  That includes banging production that fuels both artists fire.  Following the intro (“Everything foreign”), Lanez blesses the track with an exuberant, hella confident, and edgy sung hook.  This ultimately sets the tone for the brief number.

“Tick, tock, n*gga, big Glocks

We got big shots, we do wig shots

I do headshots, they do red dots

Bitch, I’m red hot, make yo bed rock.”

Tory Lanez later gets another moment to shine – well, objectify – on the second verse (“She a thottie with a body and I like the bitch”).  But that’s not before Rich the Kid arrives, rapping in his typical ‘acquired taste’ of a sound.  The rhymes are shallow (shocker) as he raps about sex (predominately), money, and violence.  Mostly, he’s concerned about pleasure (“She suckin’ the dick so good does she put her teeth out?”).

Final Thoughts

So, we’ve established “Tic Toc” is a banger.  The problem is, Rich the Kid, the lead artist, still hasn’t found or established his musical identity.  Tory Lanez has had this issue as well, but, arguably, he plays more to his strengths here than Rich.  If you enjoy a shallow banger, then “Tic Toc” should tickle your fancy.  If you’re hungry for more substance, then “Tic Toc” will only make you roll your eyes.

Rich the Kid • Tic Toc (Ft. Tory Lanez) [Single] • Interscope • Release: 3.15.19

Photo Credit: Interscope