Regretfully, today’s hip-hop is a genre driven by trendy visual styles and internet popularity. The music has become just another fashionable accessory included in the full package and internet hype markets artists without effort. All that’s needed to bring an artist into the spotlight is a compelling video. After artists inherit a tidal wave of fans and followers, all they need to do is ride the wave. This dual-functioning new construction brings forth both stimulating music and hypebeast trash.
In the case of rappy duo, The Underachievers, it seems like they’ve been genetically formulated to ride the wave of Flatbush, New York acid-rap. Please do not dismiss them prematurely, the two can spit. So far, they have released 3 profoundly hypnotizing music videos and singles for days, all demonstrating their potential.
Check out the videos:
Both artists are clearly talented with words, but due to the state of hip-hop, their main selling point has to be the videos. Although the visuals are thoroughly entertaining, they fall heavily into rap trends. I have seen more rap videos with redundant third-eye symbols, disappointing kaleidoscopes, cheap mirror effects, and excessive weed consumption in the past several months than I ever needed to see, all due to the overwhelming hype surrounding anything trippy. To me, this communicates vulnerability and artistic vacancy, but is this what speaks to today’s drugged-numb youth?
LA producer, Flying Lotus, sees something special in the duo. He signed The Underachievers to his record label, Brainfeeder, before they even released a mixtape. After a couple of listens to “Gold Soul Theory” I came to respect the rappers, not only for their captivating flows, but also for their command of the “waved” theme of enlightenment. I believe The Underachievers’ music runs deeper than what the visual element of their package would lead one to believe.
But please decide for yourself.
Check the links, and keep one eye open at the end of the month for the debut mixtape, INDIGOI.S.M.