This week, artists are dropping singles like truth bombs, with Travi$ Scott taking the lead by dropping 3 new tracks just months after his bronco-sized success with Rodeo. As an early New Year’s gift to his fans, and in promotion of his new album in the works, the Houston rapper released two tracks titled “A-Team” featuring the Weekend, and followed it up with “Wonderful”, both featuring La Flame’s trademark devilish melodies and dark undertones. But the rapper goes in a completely different direction as he teams up with producer DJ Mustard, who samples the famous 1991 hit “Finally” by CeCe Peniston, in “Whole Lotta Lovin”. The song is sure to hit hard on the radio and clubs as the electronic dubbed song mixes perfectly with Mustard’s signature baselines while Travi$ glosses over with his smooth auto-tuned melodies.
Another newly released track is in order for props as Kendrick Lamar, a.k.a. Cornrow Kenny, premieres “Untitled 2”, backed by the Roots on The Tonight Show Starring Jimmy Fallon. The two-time Grammy winner displays an compassionate, enthralling performance of lyricism as he literally absorbs the audience, both live and via internet, into an out of body, euphoric trance in certitude of his lyrical genius-ness. Noted producer Mike WiLL Made-It also dropped his first single off his upcoming full-length album Ransom 2 with frequent collaborators Rae Sremmurd, in a new hit titled “By Chance”. As a followup to last year’s critically acclaimed mixtape, Ransom 2 is set to be a collection of the “best new songs of 2016”, comprised of trap-heavy bangers with his unforgettable trademark piano melody layered atop a pulsating bass line.
However, it was last night that really took the win when Kanye announced through Kim Kardashian’s twitter that the 2010’s G.O.O.D. Friday series would be revived from the dead, as the music campaign, which originally launched in support of his 4th Grammy awarded album My Beautiful Dark Twisted Fantasy, commences by premiering a new track at the end of every working week. The long-awaited inauguration of the complementary weekly music giveaway kicked off last week with Yeezy’s ode to Adidas/diss to Nike in “Facts”, produced by Southside and Metro Boomin, in which Lebron James replied to Ye’s line “gave Lebron a billi’ not to runaway” and his lifetime contractual deal with Nike by stating, “Obviously I’m going to side with Nike no matter who it is. It’s just, it’s family when you talk about Nike, and I’m always on their side no matter what the situation is.” And you bet Ye didn’t disappoint this week as he blessed us up by merging two new bangers together with “Real Friends” featuring Ty Dolla $ign, followed by a brief snippet of “No More Parties in LA” featuring Kendrick Lamar, with the intro produced by Yeezus himself and the track by none other than the legendary Madlib. Within hours, fans from across the board have rejoiced in the return of West in his original form, as he invites us back into the family business beneath all of the lights. Not only are its sound and subject matter reminiscent of the Ye’s older discography, but its presentation in the Chicago rapper’s vulnerability and amenable exposure truly captures his Southside tastemaker roots brought to life. Swish.