In today's digital world, a world of hyperproduction and fans who demand "timed" and regular releases, eight years is an entire era.
It's been so long since A$AP Rocky, the "king of New York rap", released his last album, "Testing" (May 25, 2018).
A lot has changed in the music industry since then. The last time we heard A$AP Rocky, TikTok was just starting to dominate, streaming platforms and record labels were still pushing “long albums” for the sake of numbers, and algorithms weren’t dictating to artists.
Eight years like an entire era
And in the "rap world" a lot has changed. pop smoke was killed, the “rage” sound experienced a rise from Playboi Quarter, “UK Drill” has reached its peak, Kanye West went from Nazi to "born again" Christian, Westside Gunn, Conway the Machine and Benny the Butcher brought the lyrics and sound of the 90s back to the forefront, and Kendrick Lamar i Drake They had perhaps the biggest "beef" in the history of rap music.
Even today, rappers still try to dress, move, and act like Rocky when he first appeared. His sound was a psychedelic haze of influences from the genres and subgenres of the 90s. He is a “transition” between that period and the chaos of today’s rage-rap world.
An entire festival industrial complex was built on Rocky's street and moshpit energy of early performances. Imitators like Travis Scotta, Drake and Playboi Carti (who is also Rocky's "project") took his style and turned themselves into megastars.
Despite all these events, the generational shift, the changes in the way the industry does business, the inflation of artists and content, A$AP Rocky has managed to stay relevant. Rocky remains among the last, if not the last, great “enigmatic” artist in rap who doesn’t actually have to release a song to be talked about.
Anyone who is familiar with Rocky's discography and his personality knows that his ego would not allow him to deliberately "retire" and create a myth about himself. Which is not a bad thing at all, on the contrary.
“Testing”: A Misunderstood Visionary Masterpiece
“Testing” was, or at least it seems to me now, a polarizing album. Rocky tested the boundaries of rap at the time with psychedelia, strange transitions, unexpected samples and unexpected guest appearances. And also because the album was less of a hit at first.
Critics and music purists disliked this project because they could not feel and locate its energy and experimental attitude.
Rocky then deliberately “escaped” from the “trap” formula (Migos, Future, Young Thug). In a way, “Testing” was also a visionary project. It announced an era in which visual identity and sound texture were more important than the established norm.
Eight years later, “Testing” is being retroactively called a misunderstood masterpiece.
That's what it was, and that's how I experienced it, as a high school student.
It was a real refreshment in the sea of current "mumble" rap at that time, and in years later. And the generic nature of mumble rap is best illustrated by internet memes (which were later used as an argument by old school boomers) showing how all the younger rappers resemble each other both physically and in their songs.
A$AP Forever, from that album, became the anthem of his Harlem. By sampling Moby's The song “Porcelain” combined seemingly incompatible things. 90s hip hop and electronica, and it sounds, to say the least, like Pink Floyd rapping. Praise the Lord turned out to be a megahit. The flute with the dirty London grime brought by Skepta proved that Rocky can make a hit whenever he wants. On the song with Juicy J-em returned to his roots and the southern Memphis sound through chaos and distortion. He did art-pop with FKA Twigs. And the song “Purity,” which Frank Oceana pulled from the underground, with an acoustic sample, is the emotional highlight of the album. ASAP revealed that he too is not immune to the mental health problems caused by excessive popularity.
And then, with only the occasional single, a musical hiatus of almost eight years.
But Rocky did everything except music during this time. From a Harlem seductress and a rapping model, he became the one pulling the strings. He became the creative director of “Puma” for their collaboration with Formula 1. He combined street fashion with elitist and snobbish sports. He became the face of “Gucci” and “Bottega Veneta”. He directed videos, designed his own wardrobe, designed packaging for luxury drinks, tried his hand at the film/TV world.
However, he was also arrested in Sweden, accused of shooting and tried for it with his former friend A$AP Relli.
But he also broke the internet by revealing his relationship with a pop star By RihannaThey, after Jay Zija i Beyonce, became arguably the most powerful couple in the music industry. He also had two sons and a daughter.
Fans like to say that he went from "Fashion Killa" to "Family Man."
“Don't Be Dumb”: The wait was worth it
His latest album, “Don't Be Dumb,” has endured many delays, both due to his perfectionism and the legal battles he faced over the aforementioned shooting charges.
Although there was speculation about a deeper collaboration, the influence of the legendary director and artist Tim Burton on this project is primarily aesthetic, through which he is behind the visual identity and album cover.
“Don't Be Dumb” can be briefly described as a return to roots, but with the budget and attitude of a billionaire.
The album has 17 songs, lasts an hour, and is set up, it seems to me, like a visual and audio film - divided into three acts. It seems like it can't get boring.
After the first listen I thought: energetic, at times raw, hard, Massive Attack vibe, jazz piano - perfect.
With this album, Rocky showed that the break and family life haven't dulled his edge. He also proved that he's the kind of artist who doesn't have to follow trends even after such a long break, and that he actually cares about art.
He confirmed his place in the “A” group on the top tier list, as well as being perhaps the most naturally talented rapper of the 21st century.
“It’s been a lil’ while since I been in the league/ A couple lil’ trials, couple of leaks/ Still in the field like I’m runnin’ in cleats/ Last time I checked, we still in the lead”, jeste vrlo vjerovatno najtvrđi način da se otvori dugoočekivani album.
“Order of protection” is, not only because of this verse, the most important thing on the album. Although it may sound like an apology, it is not at all. Rocky says that despite the years of waiting, you still listen to every song and every verse. Through hypnotic loops, Rocky sets the tone in this song and maintains it until the end.
“Helicopter” is a tense and hard-hitting song with a classic Rocky-Harlem flow. On this song, Rocky does exactly what his “brainrot” copies and followers (Playboi Carti and Travis Scott) certainly couldn’t. He double-taps the beat, slides over it, and calls out all those who “do anything for a blue check.”
“Stole ya flow” is a blatant and hilarious diss to Drake. It calls him out for stealing his style and aesthetic. It shows off his dominant style and does it with, as usual, a huge dose of charisma. And if you enjoyed Kendrick calling out Drake, you’ll enjoy Rocky body-shaming him.
“Stay Here 4 Life” is a more layered classical, but also sincere R&B love song and the emotional core of the album. Heavenly vocals by Brent Faiyaz and emotional Rocky who wants to freeze happy moments. And we can easily guess who it is dedicated to.
From there, it smoothly transitions into “Playa,” which is a pastiche of 80s funk on which Rocky sounds incredibly cool. It describes the “lifestyle” of a true “player.”
“Stop Snitching,” apparently inspired by his recent legal troubles with former friend A$AP Relli, is even more provocative. Rocky joins forces with Houston underground veteran Sauce Walk, who delivers the same burst of energy that ScHoolboy Q has delivered on Rocky’s previous releases. It’s aggressive, streetwise, and clearly shows off his Memphis style.
“STFU” is an interesting fusion of industrial sound, electronica and rap. Rocky joined forces with the experimental industrial-hardcore-hip hop group “Slay Squad” on this song, which fans still “gatekeep” and call “Ghetto Metal” style.
“Punk Rocky” a dreamy indie-pop breakup song reminiscent of Rocky’s “stretchy style” as in “Testing”.
“Air Force (Black DeMarco)” is another experimental, yet anxious “rage” that is chaotic, very interesting and funny.
“Whiskey (Release Me)” is a classic New York boom and a modern experiment. Dream pop vocals Damon Albarna (Blur and Gorillaz) add British melancholy. Westside Gunn with outro adlibs it gives the song street cred and confirmation that, despite everything, Rocky is indeed still the “King of New York”, even though in the song he talks about wanting to get rid of alcohol.
“Robbery” is a Jazz Noir masterpiece. A sample of the legendary jazz composition “Caravan” by Duke Ellington. Doechii and Rocky rap dialogue from 1940s black and white movies. Rocky confirms the “stretch” with “Testing” and playing with genres. And I can already imagine an entire album in this style.
“Don't be dumb/Trip baby,” a six-minute duo composition. The first half uses a sample from indie star Clairo. It sounds brutally good.
“The End” is a grand ending. Rocky sums it all up and says “Don't be stupid” in a world without a compass. A look at the bleak state of the world, religious blasphemy, racism and institutionalism.
“SWAT Team” and “Fish N Steak (WHAT IT IS)” are the icing on the cake. “SWAT Team” is chaos, in every sense of the word. Aggressive synths and the street energy that made Rocky famous.
“Fish N Steak,” the return of the legendary duo. Tyler, The Creator and Rocky continue their collaboration and join forces once again on this laid-back song that is made for Tyler.
The conclusion is that “Don't Be Dumb” is a charming, fun and interesting album. It confirmed that Rocky handles experiments and concepts that his contemporaries in the world of rap can only try to grasp. He has already called it a “masterpiece”, I just hope we don't have to wait eight years for confirmation of that. Again.
Bonus video:
