[dropcap size=big]A[/dropcap]tlanta’s own Rich the Kid created a heavy wave this year. His debut has gained buzz since Fall 2017. Although “New Freezer” goes hard, I didn’t listen to it much. It’s a banger, don’t get me wrong. However, I wasn’t as crazy about it as most. Rich the Kid seems like a cross between A$AP Rocky and Lil Yachty. Ad-libs fly left and right during his tracks. Substance is rare here. Despite this fact, Rich has authentic ambition. Accepting a record deal from Interscope last June, he boosted his own label. Rich Forever Music includes Famous Dex, Jay Critch, producer The Lab Cook, and others. Lab Cook adds his talents to three tracks here. Jay Critch guest stars on “Made It,” which also features Rick Ross. Rich the Kid plans to put on for his team for the long haul. That I respect. Nevertheless, his songwriting needs polishing.
I don’t expect impressive writing here. Flex rappers have a lane. Diamonds, money, hoes; I get it. To be honest, there isn’t much true writing across The World is Yours. These hooks are virtually copies of each other. After 14 tracks, Rich’s style grows tiresome. This differs little from his contemporaries. Furthermore, nothing on this album separates Rich the Kid from his peers. As star-studded as this tracklist is, features carry this debut. Rich’s solo tracks are often snooze-worthy. “Plug Walk” contains the most memorable instrumental of the quintet. Issa banger. It sets an instant vibe as soon as it hits speakers. There aren’t enough “New Freezer’s” or “Plug Walk’s” here nonetheless. Literally not one track incorporates any type of reflective substance. Not one. C’mon, dawg. I’d like to know something about you, if you don’t mind. Due to nonexistent lyrical depth, The World is Yours quickly flatlines.
Conversely, Rich the Kid’s deliveries are all-out fun. Thanks to overachieving features, these tracks sustain replay value. The guests here overshadow Rich, though, by a large margin. However, he stays true to his name. He must be as wealthy as he claims, considering he paid Future, Kendrick Lamar, Rick Ross, Swae Lee, Migos, Lil Wayne, and Chris Brown all for the same album. Although most of those names finesse on their respective tracks, one guest continues to underwhelm. Texas singer Khalid baffles me. Well, really it’s his fan base that bugs me. They hype this man up like he’s the next Breezy or Jeremih. Chalk me up as a hater. Dude’s voice is super limited. Frankly, I am unable to stomach it on “Too Gone” for more than five seconds. Also, Rich gives a performance more forgettable than the capital city of North Dakota (don’t cheat, Googlers).
Rich should remain a flexer, and leave the R&B collabs for more diverse artists. I’m sure he is fully capable of making a good one in the future. In spite of that speculation, there isn’t one here. And, honestly, that’s fine. Rich works well with Chris Brown, though. His beat selection is efficient. Lab Cook and Big White found the recipe for this link-up. Breezy flows crazy on their instrumental. The song is average, but the vibe floats in abundance. Many of the tracks included on The World is Yours are passable yet need more umph. Maybe I’m bored with trap at this point. However, the subgenre saturates the game and has many solid innovators. Travis Scott, Rich’s rival Lil Uzi, Migos, and Lil Pump have broken the mold. Unfortunately, much of their artistry takes a back seat to money-grab trends. At least Rich the Kid sticks to his guns.
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