I normally try and stay away from stuff that’s so high on Billboard because I’m not really showing anyone anything. You’ve all heard it so who’s benefiting? However, when I showed this music video to Eric for the first time he said “This guy knows exactly what he’s doing” and that basically sums up this whole song. I found that interesting enough that I figured I could add something new to this track.
The artist is Macklemore and has been rapping on the indie scene since before your cousin has been bragging about discovering him before everyone else. For the most part his stuff is pretty preachy, normally involving something about taking on “the man” or something of the like. This song is kind of like that (a bit of an attack on societies attachment to brand identity) but he doesn’t let that get in the way of a song that is genuinely fun…like EXTREMLY fun.
I think the most obvious genius of this track is the hook. Wanz delivers a great chorus in his deep baritone that anyone with a beating heart can’t help but mimic every time it plays. Ryan Lewis does a great job producing as well. There is plenty going on, sounds moving in and out where each verse is exactly the same.
Finally, Macklemore takes all that’s he’s given and pulls it all together. His delivery and flow are really good for a poppy rap. It’s pretty distinctive and even if it’s not the most serious performance (there’s an R. Kelly piss joke) he owns this disposition. Which brings me back to what Eric said. If he was setting out to make a really fun dance hall tune then he did exactly that. It’s certainly not single of the year, but at the same time it’s certainly more then what you might hear at first.
Check out the rest of his new album “The Heist” which features ScHoolboy Q among others.
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