These two pop-culture dominating singles paved the way for the rest of the album on which Rich loses no momentum. Lil Mayo plays the “plug” role like a natural which is excruciatingly funny considering he’s an extraterrestrial movie prop making waves on the scene. The “Plug Walk” music video, a “ Breaking Bad” parody, will be up for a VMA later this year if the academy has any sense. “Plug Walk,” released February, features the alien that broke the internet, Lil Mayo. In fact, if the Migos needed one octave higher than Quavo, they should look no further than Rich the Kid. Think about it the way we instantaneously know Takeoff from Quavo in the Migos. Rich has what can’t be taught: a distinctive, personalized voice that is recognizable instantly. While Kendrick played in and out of sing-song vocal variations like a tiger plays with a beef brisket, Rich sticks to his oozing, candy-painted, ice-coated lyrics aided by his Migo-esque spastic ad-libs. He didn’t change his persona to fit or compliment Lamar’s brilliance, and that collaborative success says a lot about Rich’s brand. The playful melody and sharp snare gave way to an instant classic, and Rich stayed within himself stylistically. We knew we were in for something special last September with Rich’s release of “New Freezer,” which featured rap royalty, Kendrick Lamar. This is what sticks out about “The World is Yours” - the first track, “The World is Yours,” is as fantastically listenable as the last song, “Dead Friends,” is 43 minutes later. While talented rappers show promise, they sometimes lose quality and focus. The same can be said for “rookie” albums in rap. They aren’t adjusted to the intensity or length of an 82-game season, and they slow to a grind around January. In the NBA, star first-year players hit a “rookie wall” around the middle of the season. Rich the Kid’s first album “The World is Yours” is finally out following many lauded mixtapes and features like “Trap Talk” and “Rich Forever 2.” The “MONEY WAY!” movement is in full effect on “The World is Yours,” as Rich piles hits on hits with an eclectic, multi-generational ensemble of features.
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