At the very beginning of the year
I wrote a post about the Harlem-bred Rakim Mayers, better known as... you know... that guy that everybody's talking about. "AP Rocky - Goldie" was trending worldwide as it turned midnight in central USA. "They're on time", I thought to myself, "that's nice"... and then I watched it.
The fact that they shot the video in Paris, just so that that they can play on the idea of a
real "niggas in paris" raises some alarm bells as they attempt to out-hipstagram their peers. And then you throw in some YouTube nudity (which I didn't know could legally exist), rampant talk of drug abuse, some expensive things laced in gold, and you're looking at virality in a video embed. They're not hiding their train-of-thought particularly well, are they? At times, I feel like I'm reading a pocket book on how to create hysteria through popular music. "Chapter 4: How to latch onto existing trends". The front cover would likely be
a meme of some sort... and now this whole black guys in Paris thing... is a
thing (says twitter). Thank you A$AP Rocky, thank you
dude from the French presidential election, that's very nice of you to but I'm starting to get sick of it. What's the next single going to be?... "niggas in Milan"?
On "Pretty Flacko" he was as bold as ever, announcing his sonic movement as "trill-wave". But aside from being yet another tongue-in-cheek ploy that would make it's way into the hands of journalists, it did raise a few questions. Truthfully, if there were to exist such a wave in hip-hop he probably does stand atop it, biting flows and tallying the number of catch-phrases he can rhyme with 'muthafucka', before combing the salt out of his hair.
Underneath the wave's surface you'll find the producers that are accredited with propagating this new sound, and they've been
pretty busy. Clams Casino recently premièred an
exclusive mix on big-time BBC Radio 1 that chronicled his aptly titled "Evolution of...", inching him closer to the limelight. Meanwhile, 4AD Records saw enough in Floridian producer-rapper, SpaceGhostPurrp, to catalogue his low-fi phonk by
signing him to the label (emulating ventures that labels like sub-pop have also made into the rap scene); The Guardian slapped him on their blog too, making him 'band of the day', and even blogs that are synonymous with California-chilled-indie seem keen to support his upcoming debut.
If that many people are on-board, I guess you've got to call it a wave. Is it even worth mentioning what his first album's going to be called? No. Either you'll hear it through the grapevine, you'll Google it, or you'll see it tattooed on a white kid's back next week.