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Social media plays a gargantuan role in propelling rappers to the mainstream theses day.  While this is a wonderful ‘come up,’ the musical quality often suffers.

Every day there seems to be a new rapper with an up-and-coming hit single that’s got everybody talking.  In a lot of recent instances, these rappers tend to ‘blow up’ on SoundCloud.  First, let me make it 100% clear that there’s nothing wrong with any social or musical platforms launching a new career.  This in itself is a positive thing, not a bad one. There are a number of musicians who would love to be heard by the world and have their dreams realized.  If SoundCloud can make that dream possible for a group of hungry musicians looking for their come-up, then so be it.  Therefore, the problem isn’t with SoundCloud itself, but with the quality of material and in some cases, the quality of who is blowing up.

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Case Study: Lil Pump

A perfect example of the young SoundCloud propelled rapper is Lil Pump.  Lil Pump is 17 years old, much younger than a number of rappers we’ve become accustomed to gaining fame in the past.  His single, “Gucci Gang,” had a quick ascent to fame.  While the single is catchy, it’s incredibly brief, encompasses platitude after platitude, and ultimately, irresponsible.  Those platitudes include bitches, material things, and drugs. Ugh – “been there, done that.”

The rest of Lil Pump (the self-titled album) falls in the same boat.  He teams up with another SoundCloud-fueled presence with Smokepurpp on “What U Sayin’” and more explicitly, “Smoke My Dope.” On “Smoke My Dope,” it’s clear respect for women isn’t a priority, nor is refraining from drug use.

“I just smoke my dope / Suck me ‘til she choke… / Dick up in her throat / Dick up in her throat / Cocaine on the boat / Cocaine on the boat.”

Analyze the lyrics and listen, and this is pure, unredeemable filth. Making matters even more despicable, “D Rose” finds this teen rapping about nothing.  All he does is flex and repeat the inconsistent NBA point guard’s name over and over again.  Again, with a platform ascending Lil Pump to the same highs as some pop artists, the problem is a lack of quality.

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Shoddy Quality 

Lil Pump was chosen as the prime example of this particular article, but any number of these rappers can be cited.  The biggest issue with this group is the quality.  To this point, overall, it’s been shoddy? How.  It’s a predictable script – an unchanging blueprint. The production features this heavy, trap-lick percussion, tremendously distorted bass that gives this hard-nosed, badass sound.  Then, whoever the particular rapper may be at the time, spits their rhymes over it.  Typically, those rhymes encompass shallow things, in some cases, things many might consider vices.  While this formula can be successful to some degree, it’s not successful for every song on these incredibly short, ‘include-any-and-everything-you-record’ albums/mixtapes. Okay, perhaps the production script was exaggerated, but undeniable is how cliché it is.

An example of a messy major label album by a rapper who experienced success on SoundCloud is Lil Yachty.  Teenage Emotions was by far my top choice for the worst album of 2017. In this particular case, a number of decent backdrops couldn’t save his off-beat, inept, lackadaisical rhymes.  While “She blow the dick like a cello” is cringy to the nth degree, that’s just one of many problems regarding his project and Lil Yachty himself.

How do these rappers improve? Rather than being lazy, they need to spend time crafting rhymes, building a true artistic identity, and trying to be transcendent beyond the moment.  Yes, there are tons of successful rappers who have rapped about sex, drugs, and money.  But, rap can be, and is so much more than that. Part of the quality issues with these youngsters is that they think way too small. Come up or not, they box themselves in.

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The Dominance of the New Guard

The dominance of this new guard can’t be understated.  Lil Uzi Vert has been ascending steadily, and it culminated in a no. 1 album (Luv is Rage 2) and a Grammy-nomination (Best New Artist).  That said, as a person in his early thirties as opposed to late-teens or early-twenties, it’s difficult to relate to Lil Uzi Vert’s style of rap, compared to the rappers of old.  There’s less depth and more repetition – it feels like more filler than substance. XXXTentacion is another example. “Look at Me!” definitely has ‘banger’ written all over it, but, after listening, ‘so what?’ He essentially calls himself a gigolo, and goes on to confirm such on the Rich Chigga joint, “Gospel.” Yes, give XXXTentacion credit for “Jocelyn Flores,” but ultimately, it just feels like something is missing.

There are more.  The late Lil Peep was just getting big before his untimely death at 21.  That said, while I was onboard with some of his emo-rap approach, it wasn’t a done deal.  6ix9ine (“Gummo” and “Kooda”) employs a shouted, hard-nosed approach to rap, which has its moments, yet, still feels incredibly raw, and too ‘rough around the edges’ like so many of these newbies.  On deck are the likes of Lil Xan, whose “Betrayed” is gaining traction, while his single “Wake Up” is about as lazy and dumb as you get. And of course, Lil Skies… and whoever else seems to come out of the woodwork.

Final Thoughts

So, do I hate the ‘SoundCloud rappers?’ I don’t hate their ascent, because as aforementioned, it opens doors.  What I strongly dislike is the approach in most cases.  The quality control is poor and while many of these artists are young, they feel youthful in a negative way because of a “lazy” approach.

Photo Credits: Lil Pump, Capitol, Motown, Atlantic, Lil Peep

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