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They taught me how to make beats,” said Rocky) and aesthetic, and SGP’s at the growing influence of A$AP Mob as a cultural force. A mutual respect formed: Rocky and Yams at SGP’s fresh take on southern hip-hop, propensity for beat making (“SpaceGhostPurrp and Ty Beats taught me how to produce in 2011. Having started A$AP Mob in 2006 along with A$AP Bari, A$AP Kham, and A$AP Illz (Rocky joined in 2008), Yams was the crew’s behind-the-scenes string puller. Purrp’s dark, grizzly was starting to pique the interest of an online audience, eventually landing in the orbit of the late A$AP Yams. He began to gather a large collective of rappers, also dressed in black and with a retro fetish, going by the name of the Raider Klan. His murky and lo-fi music was heavily inspired by ‘ 90s and ‘00s hip-hop, in particular Houston’s chopped and screwed, Three 6ix Mafia’s gothic era, and G‑funk, with lyrical content that mirrored the regional dialects of artists (keeping it trill, bring back the ‘phonk’, tales of drinking lean). In Miami, a young, elusive producer and rapper had begun making ripples underground with his haphazard releases, first as Muney Jordan, before settling on the moniker SpaceGhostPurrp by 2011. While I’m God influenced a wave of soothing, spaced-out hip-hop instrumentals, another hazy sound emerged on the darker end of the musical spectrum. He immediately knew it was a special one before I did.” He’d sent the instrumental to a number of people before Lil B, but “he was the first one that had the reaction of like - he freaked out, he heard something in it that I didn’t really even hear myself. “I remember not really thinking much of it,” said Clams to Red Bull. Sampling Imogen Heap’s Just For Now, the song felt genuinely subversive: it’s unmistakable hip-hop drums encircled by spacious ambience – what would be dubbed ‘cloud rap’. In 2009 the free-spirited, oddball rapper Lil B released the epic track I’m God, produced by a new name, Clams Casino, who was then studying physiotherapy. One such experiment paved the way for $AP.
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But by the late ‘00s, traditional NYC hip-hop was experiencing a dry patch, and Atlanta trap was surging towards mainstream domination, and so New York was eagerly looking for a local star to embrace.Īround this time, the internet was a fruitful place for open-minded musicians, with an influential blogosphere bypassing traditional media gatekeepers, MySpace encouraging music discovery and file sharing software like MegaUpload helping budding producers and vocalists to confer and experiment without ever having to meet face-to-face. With the bulk of the hip-hop industry being based in New York City, the East Coast had a cultural stronghold on the genre from its inception.
The self-proclaimed ‘pretty motherfuckers’ braggadociousness matched with a hedonistic approach to moral decay, a considered respect for fashion, and a new kind of inclusivity that, aided by the far reaching climbs of the internet, blew apart of hip-hop tribalism and favoured experimentation – towing the line of appreciation over appropriation.Įxplaining the success of the mixtape requires looking at the years leading up to its release. The discovery of Rocky, (previously, he was “self-employed, a street pharmacist” – a wink and a nod to his drug-dealing past) provided a vessel in which a generation of kids could find their own unique form of expression. In parts it’s gauche and luxurious too, as Rocky name checks high-end and up and coming fashion brands with a flamboyance of New York greats like Dipset and Dapper Dan. Released on 31 st October 2011, it embraced post-geographical internet culture, pulling different sounds and styles to create a new innovative one Southern rap subgenres, entwined with a grittiness that harkened back to Rocky’s Harlem heroes, including his namesake Rakim. $AP, the debut mixtape from then unknown 23-year-old Harlem rapper A$AP Rocky, was the product of a mini musical revolution.