Momentum. It can be a tremendous catapult when capitalized upon or a crippling loss if not. Momentum is exactly what Atlanta-based rap group Migos have going for them right now. Offset, Takeoff and Quavo make up Migos, a group that may seem like a newer act to some, but who have actually consistently pumped out hits since their 2013 single “Versace.”
As braggadocios a rap-group as they come, Migos is everything hip-hop was ostracized for at the turn of the century: loud, flashy, sexual to the point it they may be labeled misogynistic, violent and drug-filled. The essence of their star-power doesn’t come from the content in their music, it’s the kinship displayed when the blood-related members put together some of the best hooks and wittiest verses in hip-hop history. Why else would a song called “Bad and Boujee” become the top charting song in the country?
With mainstream America in plain sight, Migos managed to remain authentic and “street,” while also appealing to the masses with their likeable rap personas. These personas are what garnered a shout out from Donald Glover at the Golden Globes, led to an appearance on hit show “Atlanta,” landed them a rap snacks deal and will ultimately lead to their newest album “Culture” debuting atop the Billboard 200 in the coming days.
“Culture” was marketed to a tee. After “Bad and Boujee” took position amongst Billboard’s Top 100 chart, roughly around the time of the aforementioned shout-out at the Golden Globes, Migos revealed an avant-garde album cover and simple yet captivating album name, “Culture.” With the voice of one of 2016’s self-made heroes, DJ Khaled, opening up the album, Migos came in full force with a consistent dose of over 13 songs.
What “Culture” lacks in social commentary, potent lyricism and powerful choruses, the album makes up for with its crossover appeal, sure-fire bangers and sharpened rapping. “Culture” plays like a mixtape thanks to the ease and authenticity with which the songs are delivered.
Scattered booming production provides the background for Migos at a hypothetical crossroads, rapping in their usual style, but with more self-awareness, passion and pride than ever before. They seem more cognizant in their role as hip-hop pioneers, culture shifters and role models for impressionable youth.
Also it’s just plain fun to listen to the album. Besides “Bad and Boujee,” there are at least three other hits on “Culture.” “T-Shirt” is a hypnotic, synthesized trap anthem in the making, while “Big on Big” feels like a Migos song of years past, with radio potential.
Songs like “Out your way” show a growth in songwriting and an emotional vulnerability previously unseen from the group. It’s fitting that the song serves as the outro, perhaps as a way to signal a stylistic change for future projects.
“Culture” isn’t the best album of the year thus far and likely won’t win any awards for changing music or radically shifting anything. It is a poignant look at a trio that has been the pulse of trap music for the past three years while turning into fully realized hip-hop stars, and capitalizing on their momentum while having fun along the way.
