For the past couple of years, I have politely declined to make any serious declaration on modern hip-hop. That ends now, because it’s technical deterioration has officially gone too far. Now, to be clear, one can totally like a rapper for their beat selection. One can like the way a rapper sounds. One can enjoy this thing or that thing about a rapper. However, what will ultimately matter to critics such as myself above all is the technical aspect. And on a technical standpoint, Lil Pump is the most incompetent rapper alive, tied only by Desiigner. Gucci Gang is the pinnacle of everything wrong with modern hip-hop on the airwaves. Hive-minded, uncreative, murky, unexciting, thoughtless, dull, bullshit. The apologists will of course argue that it’s just turn-up music. To that I say two things – Firstly, I have been wasted before.
To put this on during that process would be a waste of my time, and a waste of the money I used for the liquor, which was ultimately wasted on this. Secondly, there is much better turn-up music (see anything made by Hov, ‘Ye, Pitbull, Nicki Minaj, Juicy J, or Tha Alkaholiks). Mainly because those songs are competent enough to not have a verse where a hook should be, and because those songs are not generally product placement. And that is what this is at the end of the day – Product placement. This must be advertising. No one else would bother to look at something as abundant and overexposed as the Gucci line and feel the honest need as a human being to declare themselves so loyal to it. No, this is either product placement or just patent nonsense.
Lil Pump says nothing new, either in subject matter or delivery. He is quite frankly just the latest in the factory-line assembled rollout of modern hip-hop that is so alienating I’m surprised it gets radio play. And to be entirely clear, I do not require a deep message (what I chose for the worst song of the year should prove as much). What I do require is some basic creative ability in a trade that demands such. Lil Pump is a garbage fire, and Gucci is overpriced shit.