Tyler, The Creator is the New Drake

(Disclaimer: This is not meant to be a review of "Goblin", but a commentary brought about after listening to the album.)

If you are reading this, I think it is safe to assume that you follow hip-hop culture somewhat closely and I'll also assume that you have been exposed, in some capacity, to Tyler and OFWGKTA. If you have heard of him then I will also go out on a limb and assume you have also heard of Drake. I'm not sure if all those assumptions are made from a safe place, but if not, play catch up; I'll move forward.

Though their art can be viewed as amazingly different, Tyler, The Creator is 2011's Drake.

After releasing critically-acclaimed free projects, Tyler's ascension to the front of every conversation and publication with co-sign's from seemingly everyone with either of their hands in the media and basically everyone else in between has done nothing more prevalent than build a significant buzz for this commercially-new artist. Supposed bidding wars amongst the rapping and industry elite have also caused much attention to be focused on Tyler aka Wolf Haley aka Ace and his OFWGKTA affiliates.

Swap Tyler's name for Drake's in the previous paragraph and we could be back in 2009/10 all over again. Fast forward this past Tuesday when Goblin dropped stateside (or last Tuesday-ish when Goblin leaked) and Tyler's situation proved to be even more Drake-esque than I first realized. "Goblin" serves as Tyler's official foray into the commercial world. Did it live up to the hype? Not at all. That would have been impossible.

There is certainly something to be said for a 20-year old, social outcast making music that he enjoys and being able to tour the globe while being supported by an extremely diehard fan base. At the same time, I think that the worst thing about "Goblin" is that it was forced into assuming this position near the forefront of popular music before Tyler's art had completely developed.

Sure, people will buy it, press will cover it (hell I'm writing this article) but for the sake of the music and the art, and their music and their art, I wish that OFWGKTA was still 'underground'.

The internet has done glorious things for many industries, and outside of porn, I think its safe to assume that the music industry has been transformed more than any other. Not only are artists more accessible, but artists can garner these followings very quickly, often before the art is even ready.

All that to say, if you watch any interviews with Tyler you'll realize he is amazingly creative, well-spoken, charismatic and has a very grand vision for his movement, but I feel like the hype has prematurely pushed him into the limelight and subsequently allowed articles, such as this, to be viral critiques of an album that shouldn't face critique. "Goblin" is going to help mold and develop Tyler into a more refined version of what we hear now. Knowing that, I'm almost mad I've heard "Goblin". I wish the OFWGKTA movement had bubbled a little longer. I feel his future albums are going to be very good, I just feel it's unfortunate that "Goblin" had to be his major label debut, as I also feel "Thank Me Later" was a terrible debut album.



In the case of "Goblin", as a project, the production is very monotonous. The same handful of sounds and structures are employed throughout. When heard as individual songs, they work. When heard as a collective album, it sounds like the same thing over and over. Tyler's tone and delivery are damn near impeccable, though he certainly doesn't shy away from his comfort zone too much. The lyric content...well...I'll let you guys decide. You'll either also fuck dolphins, accept it as art, or are absolutely appalled; I'll let you choose.

Tyler's genius will be respected in due time, but it cheapens what will be by having visions of his genius for sale at every major retail outlet.

Please, as listeners, as 'suits', as press, whatever, allow artists to be ARTISTS and not just a product you can buy or make money off of. The worst move music ever made was allowing itself to be sold.