A$AP Rocky - Long. Live. A$AP

A$AP Rocky has a lot to live up to. With his extensive mega-bucks label contract putting what he describes as "0s in my bank account", his cohorts producing arguably some of the most important music of 2012 (his cohorts being the accomplished Kendrick Lamar and ScHoolboy Q, not his rowdy a$ap mob) and an acclaimed mixtape in 2011 'LiveLoveA$ap', Rocky is in a tough position, albeit one cemented in dollars and his self-attained army of "twitter bitches".

The anticipation for A$AP Rocky's debut however was stunted mildly in 2012 with an ever-stretching target of release date. "Summer" turned to "Fall" turned to "The end of the year", and interest moved sideways onto the stars of the here and now like Kendrick Lamar and Frank Ocean, with Rocky simmering under with one great single ('Goldie') and a healthy dose of controversy in spats with SpaceGhostPurrp and apprehending foolhardy punters who had the audacity to try and swipe his Rolex at a show in London. But despite all the build up and doubts over the release, the rapper who has been accused of style over substance, apart from his magnificent talent to scout only the hippest producers like Clams Casino and Hit Boy, has delivered a major label debut to be proud of even if it is a tad self-indulgent and silly.

The title itself 'Long.Live.A$AP' shows a self diagnosed grandeur that A$AP Rocky revels in, as he spins rhymes away about the trials of becoming famous, and the obligatory quirks it brings. In fact, from the opening track A$AP immediately plots his manifesto for eternal life; "Who said you can't live forever lied, of course, I'm living forever now", although you get the sense this isn't an elaborate delusion, but instead a burning will to be remembered as one of the greats as he shouts out the likes of ODB and Three 6 Mafia. Rocky's desire however, although probably genuine, does seem a little bit try-hard at points on the record, such as the painfully drab ScHoolboy Q featuring 'PMW' where the two MCs resiliently brag about the benefits of copious drug use and fornication in a way that seemed played out about 2 or 3 years ago when Wiz Khalifa and the like came into prominence. Rocky also seems a little too eager to impress on the two Clams Casino penned tracks in the first half of the record, which largely flounder in comparison to older cuts like 'Palace' and 'Wassup' in memorability and beat emphasis. It seems as if Rocky only booked Clams Casino on the album to satiate the music purists who hailed his production as the best part of LiveLoveA$AP (which it arguably was) while being largely at odds with the rest of the largely fun album with the tracks drab progressions and lamenting often whiny lyrics. That being said, Santigold does a bang-up job on the chorus of 'Hell'.

Undoubtedly the best songs on the album, are the ones where A$AP Rocky eases up a bit, and has some fun. The album's two major singles, the infectious 'Goldie' and the OTT bravado of 'Fuckin' Problems' are highly entertaining and the latter even brings out some neat work from the usually lacklustre 2 Chainz. Similarly, 'Fashion Killa' which surely must be in line for the album's forthcoming single, is a somewhat clichéd yet joyous play on A$AP's 'Pretty Motherfucker' tag with a ridiculous buy fun chorus and some laboured listing of fashion brands. The Skrillex produced track 'Wild For The Night' is incredibly dumb, but revels in it so much with the insanely loud siren like blares and commanding deepened robotic vocals it becomes nothing more than a celebration, and a track that lends itself perfectly to sweaty dance-floors. '1 Train' too hints at a bigger picture for the future of rap, with killer guest verses from Kendrick Lamar, Joey Bada$$, Danny Brown and Big KRIT just for starters (let's ignore Yelawolf's contribution to the track). With Hit Boy's dramatic piano laded beat, it's a recipe for the closest thing A$AP Rocky has to a classic song.

Long.Live.A$AP in the end satisfies throughout, with its mix of heady bangers and restrained  more blog friendly cloud rap. It might not be an instant classic or a 'Good Kid MAAD City', but it is a fun ride. 

7

Toby McCarron

ASAP Rocky - Goldie

Show me someone who’s not riding the ASAP Rocky wave and I’ll show you a straight up liar. Following on from his critically acclaimed mixtape LiveLoveASAP, Rocky returns with the first single off his album (slated for a July release). Following from a weekend where the ASAP mob stormed through Coachella and stole an arguable best set over the weekend, the Hit-Boy produced single picks up exactly from where the mixtape left off. Codeine references, weed references and dick sucking references are all in the track as Rocky raps about critics talking “shit ‘till they got lock jaw”, new Ferrari’s and the money he’s now got. For a rapper riding on the year’s biggest hype train, ASAP Rocky definitely seems to be taking it in his stride. 

Robbie Baxendale

SpaceGhostPurrp - No Evidence

My reaction to the news of SGP’s signing to 4AD was much like Stephen Malkmus’ opening howl in Pavement’s brilliant reworking of the ‘Space Ghost: Coast to Coast’ theme: “SPACEGHOOOOOOOOOST”. It’s about time that the real talent in modern swag-rap (Tyler who?) got some recognition – yet at the same time, such a move could only spell an end to his purer, ultra lo-fi days.

‘No Evidence’, however, proves that this might be no bad thing. Opening with icy, metallic synths and skeletal percussion, hurried whispers reappropriate any apprehension to pure tension which fills the twenty seconds of beat before our masked hero joins in. His flow, laconic and weed-damaged as ever has enough room to breathe within the confines of the fairly minimalist beat, a refreshing change from the spazz-hop of more recent beat makers such as Knxwledge.

Much like early R.E.M, the move away from lo-fi has revealed the unfortunate truth that is SGP’s lyrics but, perhaps that is unfairly pedantic – trillwave has never exactly been renowned for the Wildean lines it produces. It’s clear that SGP is no Heems. ‘No Evidence’s parts add up to something much greater than its losses and is, overall, a pretty top-tier debut single (if only for the middle-aged 4AD nerds it will no doubt rile up)

It looks like SpaceGhostPurrp really is living the high life. (HAHAHAHAHAHAAHAHAHAH GETTIT?)

Noll Gray 

ASAP Rocky - Celebration

A$AP turns to his neighbour sitting at the next table. “I don’t have a dollar sign in my name for nothin’”. His neighbour smiles and raises his glass, before sipping at it awkwardly. A$AP looks around the room, and grins to himself. After five minutes of this self satisfaction, it’s his turn. He gets up from his comfortable wooden chair, and makes his way forward.

“Ladies and gentlemen... A$AP Rocky!”

He stands there, confronting the room with wondering eyes beneath his shades. He tilts the frames, up... and down... He slowly lifts his head, first up... then down... His grin widens. At the back of the room there is some movement. A synth enters the room. Somebody coughs. The synth tone clashes with the expensive walls and decor.

A spotlight flicks on. A$AP, now well lit, echoes a lyric from Kanye West’s homonymous track. “It’s a celebration bitches, grab a drink grab a glass, after that I grab yo ass”.

The synth finds a partner. A$AP releases an “uh”. The song bursts into life. Claps from both a drum machine and the audience drive it forward. An electric piano rolls down the right side of the room. The lead becomes frantic. The song prevails, the melody infecting the ears of the listeners. Between words A$AP repeats the smile of the audience.

It may not be a masterpiece, but it’s his celebration.
By William Hall

ASAP Rocky - LiveLoveA$ap

Harlem rapper ASAP Rocky aka Rakim Mayers was born into hip hop. Named at birth after legendary New York rapper Rakim and brought up with the likes of the Wu-tang Clan and UGK. On the back of a couple of videos that went viral (‘Purple Swag’ and ‘Peso’) ASAP Rocky bagged himself a $3Million (£1.9 Million) record deal with RCA and a supporting slot on tour with Drake. Not bad for someone who was virtually unheard of outside of Harlem this time last year.

Regardless of what you may think due to the $3 Million price tag, LIVELOVEA$AP is NOT a mainstream hip hop record, blurry and hazy beats galore accompanied by lyrics full of weed references. ASAP’s flow sounds laid back, effortless and likeable, think Lil Wayne but with an actual ability to rap.

Clams Casino’s production is another key aspect to this album featuring in songs such as ‘Palace’ ‘Bass’ and ‘Wassup’ Clams’ shall indubitably be a producer to look out for in the near future, already producing for the likes of Lil B and Main Attrakionz.

LIVELOVEA$AP is the ultimate lazy Sunday album and that in itself speaks volumes about why ASAP Rocky is one of the “sounds of 2012.”

8/10

By Aaron Lewins