As the flashing lights of fashion runways fade, A$AP Rocky’s long-awaited return to music arrives with Don’t Be Dumb. Becoming the Creative Director of Sunglass giant Ray-Ban, building a family with Rihanna and navigating high-profile court cases, A$AP Rocky has been occupied since TESTING in 2018. But this is Rocky’s most conceptual album he has released, digging deeper creativelyto find a mix of subgenres and sounds to form another major rap album.
Rocky also announced a 42-show tour, revealing that ‘alter egos’ of his various characters will appear on stage, helping bring the album’s concept to life. He showcases his long-standing admiration for Tim Burton, the animator behind The Nightmare Before Christmas (1993), collaborating to bring these figures to life, which are also depicted on the album’s cover art. Each of Rocky’s creative ‘alter egos’ from the past 8 years are woven throughout the songs, giving a unique listening experience.
Despite expecting his return to drop in 2024, various issues slowed down the New Yorker, including legal trials (found innocent) and repeated leaks of his music. Addressing these battles on his opener ‘ORDER OF PROTECTION’, ‘It’s been a lil’ while since I been in the league/ A couple lil’ trials, couple of leaks… Last time I checked, we still in the lead’.
Taking a swerve into the fast lane, ‘STOLE MY FLOW’ continues the momentum after lead single ‘HELICOPTER,’ driving a steady, stank-face flow. The track fires off shady lyrics aimed at Drake over a grimy 808 bassline and a dramatic trap beat. ‘Might pull up to yo’ crib, spin it like the rent, uhh/Spend it like the time that you ain’t spendin’ with yo’ kids’.
In 2021 Rocky and Rihanna entered a public relationship which was captured as an ode to her on ‘STAY HERE 4 LIFE’. This catchy tune features Brent Faiyaz’s supple vocals, destined to hit the charts. The track expresses Rocky’s devotion to Rihanna and the fulfilment from the relationship, wishing to ‘stay here for life’, after the power couple announced their third child, named after Rocky.
With an undertone of Death Grips, the aggressive track ‘STFU’ sets up the softer punk-leaning ‘PUNK ROCKY,’ which stars Winona Ryder in the music video. A gentle riding groove and hard snare underpin Rocky’s whispering vocals guiding the listener through the track, a calming contrast to the repeated shouting of ‘STFU’.
The second half of the album feels more familiar, fore fronting the experimental trip and haze of the Rocky we know, now fully coming into fruition. Featuring Gorillaz and Westside Gunn, it takes a route back home into the cloudy, vague memory of cloud rap, with an intentionally unfinished feeling. Westside Gunn, ad-libbing his iconic gun onomatopoeia, and having signal interference from Damon Albarn’s distant telephone affected vocals. The track is erupted by “BOO BOO BOO” Gunn sound effects creating a chaotic charm.
Slyly, he glides into a low-lit, smoky New York jazz club, alongside Doechi where theatrical rap dialogue takes shape. A robbery is delicately painted, with a chromatic and fragmented piano that hovers and dances through Hollywoodesque scenes.
The album features several highly anticipated collaborations, including the legendary relationship between Tyler, The Creator and Rocky, which was popularised online with the seminal ‘Potato Salad’ freestyle of 2018. Unfolding a smooth flute associated with Tyler, distorted booming lowered-pitched voices, which shifts tempo to introduce Rocky, while a harp is used to accompany Tyler over his ethereal beat.
Overall Rocky has delivered another standout project that will endure and grow in value over time. The artist still feels on top of his game, since his conquering run in the early 2010s, pioneering the ‘cloud rap’ sub-genre on his mixtape Live. Love. A$AP. His quick rise, driven by hazy, and lo-fi soundscapes brought a new light to hip hop. Capitalising on his name, Rocky moved into fashion collaborations, acting roles and the creation of A$AP Mob, focusing on other pursuits and slightly side-lining his music. This album acts as a music statement, planting Rocky’s flag again, reminding everyone he is still here.
7.5/10
Featured image via @asaprocky on Instagram
