Artistic Integrity and Commercial Success | Part 4

This is the fourth, final, and most speculative in a series of four posts on the combative relationship between artistic pursuits and commercial achievements. View the first post here, the second one here, and the third here.

Features Aplenty, Featuring Apathy

Unlike Drake, Travis Scott has yet to release an album in 2017. As a result, the final entry in this four-part series will now shift from a post-mortem into (admittedly) premature evaluation. While Drake isn’t quite out of the woods yet, he’s it at least trending upwards artistically. Meanwhile, Travis Scott has been trending upwards in terms of sales and popularity, but I feel like I’ve seen the inverse in his music. And because he hasn’t released a full project yet, all we can do at this point is look at some of the features and individual songs that Travis has worked on since the release of Birds.

Most recently, Trav dropped a trio of loosies on his SoundCloud: “Butterfly Effect,” “A Man,” and “Green & Purple.” Truth be told, none of these songs did anything for me, and for the most part, they feel just as devoid of life as Birds. Reading shitty comments online is what originally prompted me to think about this intersection between artistic purity and commercial success, but this recent drop of songs really inspired me to start getting my thoughts out on paper. If these songs are indicative of what Trav has in store for us on his 2017 album, I’m genuinely concerned.

But the bigger topic here is “what comes first: art or success?” I think most people would say the first one, and then those creations go on to achieve success (however you define that). However, once you reach a certain point, I think you can start creating from the other end of the spectrum and just let the money be your guiding light for creation. That’s the battle.

But maybe this is all just Travis Scott Fatigue at this point, so let’s look beyond the man’s own tracks at some of his 2017 features. If there’s anything that sparks inspiration, it’s working with other artists and jumping into some more varied sounds, right?

Even without an album drop, 2017 has been a banner year for Trav. With guest appearances on everything from Major Lazer to SZA and everything in between, it seems you can’t officially be a part of the music scene in 2017 without a feature from Travis Scott. One of the weirder tracks is the collaborative effort “Go Off” from the Fate of the Furious Soundtrack. Sure, it’s generic as fuck, but it’s hard to judge anything based off a watered-down lowest-common-denominator platform like Fast and Furious.

Even still, the most offensive Travis Scott feature (and quite frankly my tipping point) was his appearance on Migo’s CULTURE at the beginning of the year… but before breaking that down, I’d like to give some additional context on ad libs.

Get Hyped or: How I Learned to Stop Worrying and Love the Ad Lib

For those unfamiliar, ad libs in hip-hop are distinct phrases that rappers interject within individual lines of their own lyrics. I’ll be the first to admit that I’m an ad lib-loving hypebeast (you have to be to start a Desiigner subreddit.) It’s nearly a facet of my personality at this point. Ad libs just get me fired up, and I love how much rappers have been utilizing them lately.

Adlibs are typically used to emphasize a point, excite the audience, or flex after a particularly impressive rhyme. Some artists like Migos use adlibs after nearly every line just to add context and extra texture to their bars. Meanwhile, other people like Chance The Rapper have developed their own repertoire of noises that act as a calling card.

As explained by Pigeons and Planes, ad libs at worst represent “a space-filler, a moment that allows for a word to be repeated, emphasized, or followed by an “uh-huh” or some other bland affirmation.” and at best act as “an opportunity for unique self-expression, a brief moment outside of the lyrics themselves to show character, expand the meaning of the song.”

One of my favorite examples of ad-libbing is Young Thug’s “Halftime” in which he drops a lung-collapsing 12-second “SKRR” forty-four seconds into the track. The prolonged cry lies relatively quietly beneath Thug’s yelped rhymes and just above Kip Hilson’s booming bass-drenched beat. After that, Thug goes on to discuss his eccentric fashion choices and throws off his own rhyming couplet by dragging out the syllables of “recycles” to which he laughs. He’s keeping the listener on their toes. Immediately after that subversion, Thug “winds up” into an increasingly-speedier set of overtly-sexual bars, each of which is punctuated by a series of escalating ad-libbed interjections which Thug himself then interrupts with a reserved “no” right at the rhyme’s climax. The fact that this is all happening in between rapped lines makes the track a treat to listen to and rewards repeated listens. Thug is literally his own backing track. On top of that, this barrage of ad-libs is surrounded by hilariously over-the-top lyrics like “suck my dick like Beavis no, Butthead” and “I just want that neck like a giraffe.” It’s an intoxicating display and one that all happens within the space of a minute on a single verse. Blink and you’ll miss it, but “Halftime” is an absolutely flawless example of ad libs flirting with (and improving) a song as a whole.

I’ve always been a fan of Travis Scott’s adlibs. From the hype-building Straight Up! and It’s Lit! to his trademarked La Flame! He’s made a career (and a name for himself) out of expertly-deployed soundbites. So imagine my surprise when I found myself listening to Migo’s world-conquering CULTURE at the beginning of the year and made it all the way to the album’s penultimate track “Kelly Price” which featured Travis Scott.

I entered hesitantly, given how fresh in my mind Birds was, but I remained optimistic since Travis and Quavo have had a near-impeccable track record up until that point. The song starts with a haunting beat and a hook that finds Quavo running down the typical Migos list of favorite things: Cars. Money. Drugs. Women. Pretty standard stuff so far. Then Travis Scott comes in.

He lazily floats the track by sputtering two words: Flash. Dash. and then drops a “straight-up” adlib. I couldn’t believe it. Maybe I shouldn’t be as offended at this as I am, but I was amazed that this dude just hopped on a track, said two words that barely rhymed and then dropped an ad lib as if he’d just spit some world-shattering bars. It called to mind “Biebs in the Trap” off of Birds in the Trap where Trav opened a verse in an almost identical, but even lazier way. The verse in question reads more like an unrelated grocery list of things that kind of rhyme but just sound cool when thrown together over a particular beat.

As mentioned before, I don’t go to Travis Scott for lyrical bars. So it feels weird to criticize him for verses like the two above… but at the same time, they’re just so far below his already-low bar for lyricism. I’m mainly surprised that he seems to be regressing towards such a simplistic style. One in which he relies almost entirely on production and v i b e s to carry him and his lack of personality or technical skill.

It’s also disappointing because I loved Days Before Rodeo and Rodeo so indescribably, yet I haven’t fully enjoyed anything that he’s put out since 2015. This all ties back to the first post in the series, because right now I’m just bitching that I don’t like the direction an artist is taking.

I Guess That’s It

I guess if there’s any theme to this series, it’s been about expectations, disappointments, and hope. I was expecting a lot from both Drake and Trav in 2016, and they both let me down in different ways. Since then Drake has really bounced back in my eyes, but Travis seems to be continuing down a different path. I know I started this series complaining about people online wanting to dictate artists art… so I won’t do that. All I can do is hope. Hope that he has something grander and more experimental in stock for us.

I believe that Travis has it in him to create more albums on par (and better than) Rodeo, but he could also continue down the “easier” path that’s already laid before him. And I realize it’s a shitty thing for a fan to just say “their old stuff was better.” You can’t expect an artist to just keep remaking an album forever. To do so is to wish stasis and artistic malaise on someone that you’re supposedly a fan of. It’s also hard when Rodeo and DBR are tied to such positive memories in my past, and Birds has no comparable equivalent, but it’s unfair of me to judge an album based on something external to itself.

Earlier this year I actually saw Travis Scott live at Portland’s Moda Center. It was a pretty great show (even if I wasn’t able to snag floor tickets) and oddly relevant to this topic since Drake made a surprise appearance at that show. It was a wild show, but the difference between Travis’ old and new material was night and day. It’s odd because he wanted Birds to get “straight to the meat.” The album was created with stadium tours in mind. According to Scott he quickly learned what songs from Rodeo did and didn’t work live, and that influenced his creative process while making Birds. Maybe I just like the more “intimate” feeling of Rodeo as opposed to the “broad” nature of Birds in the Trap.

Never Taking a Break

Even more recently, Travis Scott did an interview with SHOWstudio. HotNewHipHop had an interesting take on the interview, positing that he would “take a break” from music after the release of his upcoming third album. Travis Scott personally replied to the speculation on Twitter claiming “Nigga I’m never taking a break.”

Reading this exchange filled me with different emotions. First, honestly, a pang of sadness. Despite the recent perceived decline in quality, I would have been extraordinarily sad to see Travis take a break from touring or new material. At the same time, the more I thought about it, maybe a break is just what he needs. I mean, he’s released an album every year since 2013 with one (technically) scheduled for 2017 as well. On top of persistent touring and features, that output has to take a toll on even the most prolific of artists.

Working so tirelessly can be draining. I’ll be a fan of Travis till the end. The man can put on a hell of a show, and he’s released two albums that are absolute classics in my eyes. A true fan is along for the ride no matter what. The albums may vary in wildly in quality, but sometimes you have to take the good with the bad. Even Weezer still has fans, and in 2016 they released their best album since Pinkerton. I’m not saying Travis is scheduled for a 20-year stretch of disappointment, but I’m just hoping he carves out a niche that inspires.

And when I say “inspires” I’m talking about both himself and fans.

I could just be “aging out” of his music, but I hope not because even through the darkness and malaise of Birds he still dropped “Pick up the Phone” and “Goosebumps” which were some of my favorite tracks of the past year and ones I still spin on a near-daily basis.

I’m a fan. I want the best for Travis. Both commercially and artistically. The hard part is maintaining both without losing yourself.

Artistic Integrity and Commercial Success | Part 3

This is the third (and most negative) installment in a series of four posts on the same topic. This was originally intended to be the last, but I wrote more than I expected, and I wanted to end on a more positive note. View the first post here the second one here, and expect one more wrap-up coming soon.

The New Scott

Before I fully dive into Travis Scott, I feel like it’s important to give some personal context. I can’t decide if that’s because I think memories are important, or because I’m retroactively embarrassed at my own fandom given recent developments, but either way, here’s a quick rundown:

As previously discussed, Trav has released some of my favorite hip-hop albums of the past few years. His 2015 debut Rodeo is one of my all-time favorites, and one of the handful of albums released that year that made me “believe” in hip-hop as a genre. That’s a powerful notion. And even if the album has some wack bars, it’s production, aesthetic, and sonic approach are all so impeccable that I’m willing to overlook a handful of goofy lyrics.

As great as Rodeo is, it (and Travis Scott as an entity) are prime examples of style over substance. And don’t get me wrong, there are some legitimately great songs on this album, but as a whole, Rodeo undeniably relies on textures and production to make up for its lyrical shortcomings. I’ve already made it clear that I don’t think lyrics are music’s end all be all (even for hip-hop), but I can totally see how someone approaching this album from a traditional rap mindset could leave Rodeo disappointed if they came in looking for clever writing.

But this is all me preemptively addressing valid criticism. I personally think that every track on Rodeo is great for one reason or another, and my positive memories associated with the album are more powerful than any objectivity I can ever offer up. In fact, I loved Rodeo so much that the next summer I ventured further back into Scott’s discography and found myself spinning his prior release Days Before Rodeo. I listened to the mixtape more times than I ever would have expected, and it ended up becoming my second-most played album of 2016 and currently sits at my 7th most played album of all time on last.fm. So yeah. I like that album quite a bit too.

Many of the same criticisms of Rodeo could also be applied to Days Before, but (again) I’m willing to overlook those shortcomings for the overall experience of the tape. So as I ravenously devoured these two albums I found myself rapidly advancing up the next step of my obsessive fandom staircase. I collected everything Travis-related that I could get my hands on. From tracking his features to obsessively compiling my own B-sides album it was safe to say I was in full-on hype mode.

Now is when crushing reality sets in. I’ve already linked to this reddit comment detailing the history of Travis’ broken promises in the lead-up to his second album, but I think it bears repeating. Delays and false release dates are nothing new for Travis, but this timeline highlights the absurdity of this particular album’s cycle. As someone following Travis very closely at this time, it was disheartening to have nearly weekly promises that ended up broken and eclipsed by yet another revised “announcement” the following week.

Things began to look up in June of 2016 when Travis dropped the Young Thug and Quavo-infused “Pick up The Phone.” Already a known quantity for months at that point, and fraught with last-minute legal troubles, it was a relief simply to have a fresh Travis song. I won’t get too deep into it here, but PUTP was one of my favorite songs last year and more recently has gone on to become my most listened to track of all time on last.fm within a year. It’s a breezy, ad lib-riddled summer banger. The syrupy bass line filled with intermittent 808 taps and distorted steel drums combines into a drugged-out soundscape that serves as the perfect backdrop for the three artists sharing the track.

“Pick up the Phone” felt like a positive sign to me. I couldn’t stop playing it, and it became my summer anthem within a matter of weeks. If this is the type of stuff Travis had in store for us on his next album, then maybe all the delays will have been worth it. And according to Travis, all his singles and loosies up to this point weren’t even on the album, because he wanted to give listeners a ‘fresh experience’ on their first listen. So if “Pick Up The Phone” wasn’t even good enough to make the cut, then I was officially hyped.

Travis followed that single up weeks later with a small feature on G.O.O.D. Music’s “Champions” another summer anthem that celebrates the return of Gucci Mane and showcased a rotating cast of hip-hop’s current stars and up-and-comers. Champions specifically brings to mind memories of my graduation which happened around the time of its release. In fact, my nostalgia for this track is so strong that I’ve even downloaded the version ripped from the radio because the drops evoke waves of nostalgia in me. I still remember sitting underneath Portland’s Moda Center in a cap and gown surrounded by friends and checking my phone in between conversations to see the explicit version of the track had been officially released. This comment thread specifically made me laugh so much that I still have the screencap of it saved in my phone.

But I’m getting horrifically off-topic. All signs were pointing towards a great release as Trav continued to promote his upcoming album. As mentioned above, the lead up to Birds was essentially a weekly string of broken promises and unfulfilled blue balls. And I get that it’s selfish to “expect” an album, but when you repeatedly say ‘my album is coming out in X days’ or “tonight” I’ll start to get pissed after the third or fourth time.

In early August Trav ended up droppings two loosies on his Apple Radio show: “The Hooch” and “Black Mass” they were both cool… but I was glad they were just loosies he was tossing off on his radio show. Weeks later, September 2nd he finally dropped his sophomore album Birds in the Trap Sing Mcknight.

I remember I was on vacation at the time and without a music streaming service. It agonized me that I couldn’t listen to the album until I got home. All I could do was enjoy my vacation *shudders* and read comments online.

They were exceedingly negative.

How could this be? I’d seen this happen before. In some ways I was glad. Whenever the internet mob preemptively lowers my expectations like this, I’d come out the other side enjoying what they were bitching about far more than I would have otherwise (see: Mass Effect 3, and Chance the Rapper’s Coloring Book.) But I saw the bright side. I knew that when I did get back home and sit down to listen to the album, I should lower my expectations. If your expectations are low enough anything can exceed them, right?

Right?

The Problem With Birds

Birds In the Trap feels like drab, dark, and lifeless background music. That’s not to say I don’t like dark albums, there’s a time and place for them… but it just feels so incomplete and half-hearted here. Birds is devoid of life. It is (intentionally?) poorly mixed, lacking of substance, and the album art looks like an edgy Myspace background circa 2006. Look. I’m not saying Rodeo was high art or that it even had anything new to say, but it’s far more substantive than Birds ever tries to be. What Rodeo brought to the table was a metric fuckton of different ideas and sounds that were all produced impeccably. It commands attention and each track sounds different from the last. We ended up with the polar opposite on Birds.

As a person that talks about music, it feels like a cop-out to just link to someone else’s review, but The Needle Drop’s dissection of Birds is a pretty spot-on breakdown of what feels wrong with the album. Going back to the idea of an album’s substance, Birds feels like the album equivalent of an item off the McDonald’s Value Menu. It’s about the lowest of the low (even for fast food) but it still qualifies as “food” on a technical level.

At the risk of making a horrific pivot (or just to take a break from negativity), check out this video about True Detective. If you can’t watch all eleven minutes skip straight to 2:40 and watch the section on Rogue One. I can’t tell if this is a hyper-specific example, a universal one, or just something that I’m trying to crowbar in because I’m in the mood to rewatch True Detective, but this video felt oddly poignant. Specifically, the line “when the plot is motivated by a writer or director’s aesthetic needs instead of character motivation, something just inevitably feels missing.” To me, this describes Birds to a tee.

As mentioned ad nauseam, I do not go to Travis Scott for hyper-lyrical bars, so I didn’t expect that from Birds. What I did expect was thick production, varied textures, and (at the very least) some competent song structure. I ended up receiving very little of anything. It felt like Travis was chasing some aesthetic desire and forwent anything else that made his work interesting previously. And don’t get me wrong, I like some songs off of Birds, but in the year since its release, I’ve realized that it has become symbolic of him not trying.

The single standout from Birds is “Goosebumps” a Kendrick Lamar-collab with a drowsy bloop-filled beat accompanied by one of the most infectious hooks I’ve heard since “Pick up the Phone.” And speaking of “Pick up the Phone” the song ended up on the album. This is after Trav promised that Birds would be “all new material.” After he had already released the song three months prior in June. After it had already been included on Young Thug’s JEFFERY as a bonus track in August. Similarly, the sparkly weekend collab “Wonderful” ended up on Birds as the album’s closer after having already been released as a Soundcloud throwaway at the end of 2015. And that was the album’s closing track.

The whole thing just left a bad taste in my mouth. Alongside these repurposed tracks were songs like “SDP Interlude” that just come off as half-finished, under-developed scraps of songs that Travis just decided to toss onto the album. It was underwhelming in every sense of the word and didn’t clear my already-low expectations. But maybe this was just a sophomore slump. A byproduct of constant touring combined with the monumental task of following up an excellent predecessor.

This is truly my hope, but with each new piece of music emerging from Travis’ camp, I become less and less hopeful in a return to form anytime soon. I’ll dive deeper into my thoughts on Travis Scott’s current output and future in the fourth and final post coming very soon.

Read Part 4 Here

Artistic Integrity and Commercial Success | Part 1

Views From One Year Out

In February of 2015 Canadian rapper Drake released a surprise mixtape titled If You’re Reading This It’s Too Late. Subject to critical acclaim, label-related conspiracy theories, and surprisingly little memery IYRTITL was a bold, beautiful, and fresh sound for Drake at the time. Second only to Queen B, If You’re Reading This was easily the second biggest surprise album of all time. The tape’s unceremonious drop was a shock to hip-hop heads the world over, made even more impactful because it represented a tonal shift for Drake that had shockingly high crossover potential. The album was followed by a high-profile beef that summer as well as a collaboration mixtape with codeine crazy Future in the early fall. It was a banner year for Drake, and (as I’ve discussed previously) IYRTITL served as one of the catalysts for my hip-hop fandom.

In 2016 Drake segued all of this attention, acclaim, and even his surprise one-off viral hit into his next release Views From the 6. Then an album years in the making, Views was supported by a massive marketing budget, a slew of singles, and months of build up on Drake’s own Apple Music station OVO Sound Radio. All signs were pointing towards a great album. How could he fail after a year like 2015??

And Views didn’t fail. At least not fully.

Initial reception to Views (both fan and professional) was middling, to say the least. With all this buildup fresh in our minds, it was hard not to go into the album with certain expectations. After a surprising, fresh, and rap-leaning album like If You’re Reading This, you’d expect some decent bars. After a high-profile rap beef (that you won) you’d expect some flexing and teeth showing. After collaborating with another artist for ten tracks, you’d expect some different sounds to enter your musical lexicon. None of this happened. Some of it did, but the little that did was a half-assed version of what we expected. Views ended up being a long, masturbatory rehash of things Drake had already done better. Perhaps worst of all, it was safe. He didn’t experiment, he didn’t grow, he didn’t take any risks whatsoever.  

Months after release after all the dust has settled, Views is just an okay album. It’s serviceable. It’s just serviceable. From a sonic perspective, it feels as if 2015 just didn’t happen. It was like he fully embraced a genre, had all these new experiences, and then just threw it all away to pick up where he left off two years before. It was disappointing, but like a battered wife, I’ve come to enjoy Views for what it is. I still think it’s a bland, boring, overly long piece of mediocrity, but at the end of the day, it’s just okay.

The only problem is that the album performed phenomenally.

It’s gone on to sell one million copies, accumulate 1 billion streams, and have the most successful Spotify song of all time. So he did something right… right?

Within weeks of the album’s release, fans began to worry that Drake would see the numbers attached to Views and then go on to think “oh, okay, so this is what fans want.” Rapper, oldhead, and noted curmudgeon Joe Budden released a series of diss tracks directed at Drake with the sole purpose of “inspiring” him to do great work again. Fans and peers alike wanted to send the message that despite all the accolades and commercial success, Views was not a successful album. It was a plea to Drake. Please don’t settle. We’ve seen you do better. Don’t mistake numbers for success.

Birds and Vultures

Fast forward to 2017 and the reason that I dug this draft out of my cobweb-laden Google Drive folder. I love Travis Scott, but lately, he feels like he’s been on a similar trajectory to Drake. His 2015 album Rodeo is one of the reasons I “stuck around” to see what else the genre of rap had to offer. It’s one of my favorite albums of 2015, and I firmly believe that it’s a “trap masterpiece” that will be viewed as a turning point for the genre years from now. It’s lush, well-produced, and brimming with new sounds and ideas, unlike anything I’d ever heard in hip-hop or music.

I loved Rodeo and Travis Scott’s aesthetic so much that I spent the summer of 2016 revisiting his previous release Days Before Rodeo and listened to it so much that it currently sits at my seventh most listened to album of all time on last.fm. I feel the need say this to preface what I’m about to say. I love Trav, but lately, his output has been piss-poor.

In September of 2016 (after almost a year of delays and broken promises) Travis Scott released his highly-anticipated follow-up to Rodeo titledBirds in the Trap Sing McKnight. Birds faced a similar fate to Views in that it followed an awesome predecessor and was accompanied by months of hype and built-up expectations, yet failed to deliver across the board. Also similarly to Views, Birds in the Trap was inexplicably commercially successful. Racking up over 50 million streams in its first week, Birds became Travis’ first number one album, and (again) fans were worried that the artist may be receiving the wrong message.

Lately, I’ve been thinking about this “successful paranoia” exhibited by fans (myself included) and whether or not it’s warranted. It’s a very hipster-esque notion of discovering an artist and viewing their older work as superior, but it’s also about wanting to dictate (or at least guide) an artist and their work. It’s not wanting them to become too pop-influenced, or commercial sounding. It’s wanting them to retain some level of edge and originality in the face of an “easy” way out.

At the end of the day, someone is listening to these songs. It may be kids, and it may be fans, but either way, some message is being sent. At the same time, you have to respect these individuals as artists who will create whatever they feel the need to express. If an artist creates something solely based off of financial success, then they’re not much of an artist, are they? If I put out a song that makes me a million dollars in a week and then I sat down to write a similar song with the sole purpose of recreating that success… then I’m not really an artist, am I? I’d just be chasing that commercial high. I’d be creating art in the process sure, but it wouldn’t be coming from an artistic place.

To make an extreme pivot: for all I know, “The Twist” may have come from a deeply human place, but “Let’s Twist Again” sure as hell didn’t. That’s commercialism informing art. That’s an artist (literally) saying let’s do that again like we did last year.

Not that Drake is 2016’s Chubby Checker (or is he?), but I think that comparison is at least an interesting one to make. The internet shouldn’t dictate art or artists. Whether it’s through sales numbers, or through holier-than-thou commenters who think they know what direction an artist should go in. It’s easy to say “follow your heart” from the sidelines because there are millions of individuals whose livelihoods depend on the sale and perpetuation of music, but I firmly believe that the artist should be free to create. Your album should be an expression of what you feel. It shouldn’t be based on sales, your peers, or even your fans. Music is a sacred form of communication, and we’re not meant to understand all of it. If you’re worried about Drake creating an album similar to Views based solely off of him seeing that success and trying to recreate it, then Drake isn’t worth listening to anyway.

Read Part 2 Here

Read Part 3 Here

Read Part 4 Here