And the Winner is...
Finally after months of not so subtle hinting at an impending release Drake and his idiosyncratic branded October Firm have finally presented More Life to the world, amidst a fan fare and enthusiasm that only the 6 God can engender.
The 22 song playlist, was premiered on OVO Sound Radio on Saturday evening, pretty much sending the online community into a frenzy. The project was expected to be a an Apple Music exclusive however is now available to stream on other platforms including Spotify and Tidal. Initial reception to the project has been overwhelmingly positive and in typical Drake fashion he has somewhat given us what is likely to be the soundtrack for the summer. The lead single "Fake Love" is a highlight along with the first and last tracks "Free Smoke" and "Do Not Disturb". A special mention also for "Can't have everything" which is a throwback to So Far Gone days.
My personal review on first listening was damning to say the least! I would say that I have appreciated all of his offerings thus far, however this latest one less so. There are a number of things that alarmed me, with the lack of cohesion in regards to the sounds and influences being the most apparent. Despite opening well, it visits far too many places stylistically and lacks a general sound and direction. There is a long list of A-list features including Atlanta's very own Quavo, Young Thug and 2 Chainz. Uncle Yeezy blesses the playlist along with some Nando's worthy compositions, oh and top it off a funky house track for extra measure. After taking some more time to live with the playlist it isn't as bad I initially thought, but is still my least favourite Drake project to date.
We have all seen the amount of time Drake has spent on this side of the Atlantic in the last 6 months touring and such, so there are no surprises that he enlisted Sampha with whom he has collaborated with previously on "Too Much". On the contrary the appearances from Skepta and Giggs have been heavily criticised by some US fans, who are unfamiliar with Grime as a genre, and the eminent sound on the streets of London.
Drake clearly feel that he has not been given the best reception in general from Americans, who Americans have questioned whether the Toronto native's obsession with dance-hall and grime music as a sign of an identity crisis. This is an argument that we are yet to decide on, some see it as Drake keeping his ear firmly to the street, with his music executive hat on, and fingers firmly on the pulse of emerging sounds. Detractors will see him as an artist who struggles to fit in as a Canadian in an American dominated industry, so is simply trying to latch onto the British wave in attempt to feel a sense of belonging. In my opinion I would call Drake a bit of a culture vulture but I guess there's nothing wrong with paying homage to stuff that influences you. That whole debate will continue to divide opinions, as Drake on the whole is a very divisive character.
In one breathe he can strategically dismantle a worthy adversary, in circumstances where his back was most definitely against the wall, yet before you have time to exhale he can go 360 and go Pop style no pun intended. He has spoken candidly about not wanting to pigeon holed in an interview with DJ Semtex, unfortunately when you claim to be the best rapper in the world you are not gifted such luxuries. In saying that can you name another rapper who's reputation can survive after the rumours of Puffy slapping him, and T.I.'s homeboy pissing on him (don't worry i'll wait!) then I suppose it speaks to how prominent your brand is.
Heavy lies the crown and if you want to claim the throne there is a certain level of expectancy that comes along with that. The best rapper in the world should not be fearful of rap ciphers, the best rapper in the world is the taste maker and doesn't follow trends, and the best rapper in the world defiantly cannot have rumours swirling about if he writes all his own lyrics!
All that aside I do give him credit when he decides to get reflective, introspective and somewhat passive aggressive. I have a great deal of time for Weston Road Flows Drake, 30 for 30 Drake, wee hours in the morning Drake. Unlike his peers Kendrick and Cole he has an innate ability to convey emotion in a song, but not to the depths where we can't enjoy it and sing along.
The mention of Kendrick and Cole leads on well to my next point. The constant comparisons between the 3 elite rappers and where they will ultimately rank in years to come. "More Life" and "4 Your Eyez Only" are both very underwhelming in different aspects. Drake's once friend turn Joe Budden has questioned whether the Drake we see now is uninspired in regards to creating timeless rap music, but more concerned with making Pop music on which he can rap on and you can dance to. Drizzy takes less risks in regards to borrowing from sounds that we know are popular in the moment. He also has a very uncanny knack for finding song writers that can encapsulate what he wants to say on a record for example PartyNextDoor.
Drake is in position to become a very powerful player in the music industry in years to come. With his Cash Money contract soon to expire it will be interesting to see if he can use Apple Music as a platform to launch OVO to the heights of No Limit or Rocafella. Such a move can do his case for a seat in throne no harm similarly as it did with Jay-Z, who's legacy was enhanced by putting on other top artists such as Rihanna.
J.Cole is a stark contrast in regards to him being fixated on doing everything by himself, from production, down to singing his own hooks. We can't knock him for wanting to master his artistry, but when the music you are putting out becomes melancholy and monotonous it becomes a real issue, when you are staking a claim for the throne. Luckily he has a very loyal fan base who support his music and lack of engagement with the media and public in between his release of music.
This leads us to King Kendrick. 3 solo albums in, lyrically profound, diverse delivery and clearly on a righteous path. From the moment he spat his freestyle on the BET Cipher he signalled his intent. Despite going against the grain with his socially conscious sophomore album "To Pimp a Butterfly" he has still managed to remain, in my opinion in pole position out of the 3 emcees. I personally wouldn't put "To Pimp a Butterfly" on my list of favourite albums in recent years but it was delivered in a very provocative way, in which can only lead you to appreciate it as a body of work musically. In addition unlike Drake and J. Cole he already had a classic album in "Good Kid MAAD City" so he is in a more fortunate position if you're building an for or against argument.
In conclusion the element of competition between the 3 has left a lot to be desired, with Drake saying more off record than on the record about his compatriots. Drake has made a few thinly veiled jabs at K Dot. however considering how hard he came at Meek Mill, and in turn J. Cole went at Kanye/Wale it is fair to say that neither has addressed the elephant in the room which is that infamous control verse. Again to quote myself "I feel that this is going to be a consistent theme for the foreseeable future and we will have plenty more opportunities to dig our teeth into the artists’ legacies." Yet at this latest stop off on their roads, all are seemingly more content with not crossing paths. Drake in the immediate future has bigger fish to fry in reference to the so called high powers coming together as a collective. Long term he will not get a reprieve, I advise you to stay woke!
More Life is out now on available via all good streaming platforms.
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