One of the things I've always tried to do, as a music critic, is ascertain what is the purpose of the albums I review. I look for themes, ideas, or at least artistic intentions, and it's one of the main reasons I tend to be kinder than most to pop records. After all, most shallow pop music only has a limited purpose, and if it accomplishes that purpose, it's hard to argue it doesn't succeed at least partially. You might not get great pop music - I said a while back in my Special Comment defending pop that making a truly great pop song that will stand the test of time is often just as difficult as any other brand of music - but it'll pass the low bar. It's one of the reasons I can enjoy crunk or hair metal - sure, they aren't trying to be anything but dumb party music, but there's a scale of quality even there.
And sure, some of my rationale for this is pure populism - like it or not, as much as I might enjoy two-and-a-half hour experimental rock records with 34 minute songs or half-improvised acid and post-punk performance art pieces, the mainstream public's enjoyment of music is a lot narrower - they'll listen to a pop song for a season and odds are unless it really sticks with them, they'll forget it in a few months. And with attention spans getting shorter and shorter, that window of relevance for pop acts is always getting smaller - forget Andy Warhol saying everybody will be famous for fifteen minutes, try six seconds.
Which takes us to Rae Sremmurd, a Mississippi-based hip-hop duo that made a big smash into 2014 with two hits: 'No Flex Zone' and 'No Type'. And from those singles alone and the fact that Mike Will Made It was supposedly their executive producer, I was dreading this album. Not only was this album being released in the dumping ground of early January, I got the impression any attempts at lyricism were going to be pitched right out the window when paired with one of my least favourite producers in modern hip-hop. But I had to be fair - hell, this could be the record that manages to surprise me and win me over for Mike Will Made It, right?