In a Washington D.C. record store, an unexpected scene unfolded recently. Shoppers casually bobbed their heads to Playboi Carti's "Whole Lotta Red," an album that, just 3 years and 9 months ago, was considered groundbreaking in its approach to rap music. This moment encapsulates the rapid evolution of hip-hop and its audience's acceptance of once-radical sounds.
Playboi Carti, an Atlanta-based rapper, has been at the forefront of this transformation. His third studio album, "Whole Lotta Red," released on December 25, 2020, debuted at number one on the US Billboard 200 chart, marking a significant milestone in the acceptance of experimental rap by mainstream audiences.
Building on this success, Carti founded Opium, a record label that has been pushing the boundaries of rap aesthetics since its inception 5 years and 9 months ago. The label's roster, including Destroy Lonely, Ken Carson, and Homixide Gang, has cultivated a unique sound characterized by high-fashion vapidity and gothic undertones.
Destroy Lonely's latest album, "Love Lasts Forever," exemplifies Opium's distinctive style. The album's production, featuring rich synthesizer melodies reminiscent of John Carpenter's iconic film scores, creates a backdrop for Lonely's emotionally detached delivery. This use of synthesizers in rap music continues a tradition that began in the 1960s when the instrument first gained popularity across various genres.
Lyrically, "Love Lasts Forever" treads familiar ground, with themes of materialism and hedonism prevalent throughout. However, it's the delivery and production that set it apart. In "Pimp Talk," Lonely raps, "diamonds look like Skittles," a line that harkens back to similar comparisons made by rappers like Cam'ron approximately 20-24 years ago. This lyrical callback demonstrates the cyclical nature of rap's evolution while highlighting the genre's ability to recontextualize familiar tropes.
The album's sound occupies a space between nihilism and exhilaration, reflecting broader philosophical questions about meaning and value in life. This tension creates a unique listening experience that can be simultaneously unsettling and invigorating.
"I'm trying to find a different way to feel"
Critics and fans alike have noted the album's consistent tone, which some liken to musical wallpaper. This comparison isn't necessarily negative, as it recalls the artistic wallpaper movement of the late 19th century, which sought to elevate everyday surroundings through design.
As rap continues to evolve, albums like "Love Lasts Forever" challenge listeners to recalibrate their expectations of the genre. The once-radical sounds of Playboi Carti have become background music in public spaces, demonstrating the genre's ability to push boundaries while simultaneously becoming more accessible.
This evolution raises questions about the nature of artistic progress and the expansion of our collective imagination. As we witness the normalization of previously avant-garde styles, we're reminded of rap's ongoing capacity for reinvention and its significant cultural impact.