J. Cole delivers a warning to new rappers with summer album ‘KOD’

J. Cole’s album “KOD” has earned critical acclaim, record-breaking streaming numbers and a new respect from millions of fans. He incorporates layered beats, smooth production, purposeful lyrics and hypnotic background voices into an ideal twelve song project. Of the songs on this album, the outro track, “1985” has gotten the most attention.

In it, Cole raps: “I hear your music and I know that raps changed, a bunch of folks would say that that’s a bad thing, cuz everything commercial and it’s pop now, trap drums is the sh*t that’s hot now.”

While some speculate the song is directed toward new artist Lil Pump, Cole’s lyrics echo the sentiments of many on a recent trend of music quality being compromised for commercial, mainstream or “pop” success. As rap becomes more popular, fans are worried it’s losing its meaning and not positively representing our culture.

Rap music is one of the most popular genres in the world. Whether it’s Drake, J. Cole, Kendrick Lamar or Future, each popular rapper of our time is popular because their music has huge mainstream success.

In that sense, rap has been going “pop” for a while now.

Between 2000 and 2002, Eminem released the “Marshal Mathers LP” and the “Eminem Show.” Each project sold over ten million records which made them two of the five highest selling rap albums of all time. With tremendous sales, iconic music videos and an Academy Award-winning film “8 Mile,” Eminem became a superstar. He helped open the door for massive mainstream success and astronomical sales through rap music.

Outside of his influence on the genre itself, Kanye West’s antics, fashion and memorable pop-culture moments turned him into a massive celebrity. With his arrogance, expressiveness and once-in-a-generation talent, his celebrity reached those who had never even heard rap music before. Even people who couldn’t name his songs had a strong opinion on something Kanye did or said.

Similarly, Nicki Minaj is another pioneer. With relatable lyrics, colorful costumes and eccentric characters, she often shifted from hard lyrical rap songs, to soulful ballads to catchy radio summer jams. Her talent and versatility brought people who weren’t previously fans of rap music into the genre. By consistently dropping good music and staying relevant through ventures outside of music, Nicki solidified herself as one of the most popular names in music.

With a major co-sign from Lil Wayne early in his career, Drake revolutionized the genre with his personal lyrics, hip hop-R&B fusion, smooth voice and catchy hooks. Since his debut in 2009, Drake has been a regular on everyone’s local rap, R&B and pop radio stations. Unlike others who were polarizing for their eccentric personalities or memorable moments, Drake became a household name almost solely through his music. It’s nearly impossible to not know at least one of his songs, something that can only be said for a few artists.

While these artists each come with different styles, they each make quality music. Their different styles and genuine messages allow people from diverse backgrounds to enjoy the music. As more experiences are reflected, the genre will continue to become more popular. But why is that a bad thing?

As the genre becomes more popular and the use of streaming platforms increases, rappers are incentivized to make shorter, two to three minute songs, with an aggressive knocking beat, catchy flow and a memorable, repeated hook or lyric. These short songs can be played back to back to back which drives up streaming numbers and generates more revenue.

Whereas before, rappers typically carried the song with the help of a beat – in this new style the relationship has been flipped on its head. A tough beat is enough to mask shallow, meaningless lyrics. The music producer has a greater role in today’s sound, which is why you see producers such as Metro Boomin, Pi’erre Bourne, Mike WiLL Made-It, Tay Keith and Southside becoming semi-household names.

While these songs are very popular, with this style of music there isn’t much time — or intention — for meaningful lyrics. Instead, songs tend to be about turning up with the stereotypical references to sex, money, guns and drugs. This trend can be clearly seen in the music of new artists such as Lil Pump, 6ix9ine, Playboi Carti, YBN Nahmir, Ski Mask the Slump God, Moneybagg Yo or Blockboy JB. In a political climate as divisive as this one, it’s important to consider the impact of perpetuating these themes.

Cole’s overall message in the track is that without real substance, these new rappers making two minute, “turn up” songs won’t last. J Cole is more popular than these rappers combined, and, to him, that’s because he stayed true to culture and his art. Making music that compromises the art form in exchange for popularity, streaming numbers or more money is “the quickest way to the bottom.”

I wish us good luck.

Jalen Nash is a sophomore political science major. His music column appears biweekly in Pulp. You can email him at janash@syr.edu or follow him on Twitter @ja_nash3.