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Three Takeaways From Kanye West and Lil Pump’s Video for “I Love It”

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Kanye debuted an interesting new video at the PornHub Awards while he served as the show’s creative director. In true Kanye fashion, it’s a fucking spectacle. There’s so much going on in it for it to only run a little over two minutes that we had to do a quick breakdown. Not only for our readers, but ourselves as well. Here are a few takeaways that we got from it.

Kanye’s fucking lost his mind

Imagine taking the lego head off a figure, stuffing a middle-aged celebrity in there, and then telling him to go ape shit. That’s the general gist of what the song’s video gives the listener. It’s not that it’s uncreative, it’s just that it feels lazy. There’s no obvious purpose behind it and it just seems to have been slapped together at the last minute.

Lil Pump, when used correctly, is a star

On the track, Pump is delegated to hook duties. It works out too thanks to Pump’s ability to find harmonies in plain sight. He’s easily the highlight of the song, but with Kanye’s verse mostly comprised of talking, that may not be saying much.

Kanye’s artistic direction has taken a hit with age

We saw that ye was a creative fail. Now, “I Love It” seems to show that his artistry is beginning to stink with age. Maybe it’s reversible, or maybe it’s permanent. One thing’s for certain. If this Kanye is what we’ll continue to get, he can keep it.

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ATAK Releases Demon [Prod. By DJ Plugg]

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West Denver native ATAK drops new visuals to “Demon” off of his upcoming Prayers EP. Produced by DJ Plugg. Directed by GG Productions.

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Stephen Herman Jr. & Bubba Sparxxx Shares “Life’s Quite Nice”

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Stephen Herman Jr. and Bubba Sparxxx are back with a brand new single, “Life’s Quite Nice,” and it’s a must listen! Originally crafted by Herman Jr., this track took on new dimensions when Bubba Sparxxx got involved, infusing it with fresh, classic energy and depth.

Drawing inspiration from Bubba Sparxxx’s iconic hit “Deliverance,” the result is a mesmerizing blend of heartfelt lyrics, captivating melodies, and soulful vibes that will resonate with listeners of all backgrounds.

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Artist To Watch

Big YBA Show & Prove With ‘Definition Of Living’ Deluxe Album

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Upping the ante, NC representative Big YBA unloads the Deluxe edition of his most recent album the Definition of Living. Featuring five new tracks including “New York,” “For Your Love,” “Rap Assassin,” “Rebellious,” and “Cut ‘Em Off,” which was premiered by way of popular live performance platform Off The Curb, the enhanced body of work accents the original flawlessly.

Three months removed from his “Swag Surfin'” sampling collaboration “Hypnotic” featuring Rich The Kid signee SetitOff83 and the strategic seeding of LP standouts “30, “Rookie, “Lord Forgive Me,” “Venting Session,” “Mercy,” and “DOA,” the now 20 track collection of songs includes a lone guest appearance from GetRichZay while production duties are handled by Jozzex, KH Beatz, Maineestreamm, Prod No Heart, and Trippy XVI.

Raised in Durham, Big YBA is rapidly emerging as one of the most electrifying young artists from the Carolinas. With a brand built on authenticity, his versatility and melodic sound have allowed him to break through the industry release after release. Determined to experience success outside of his hometown, he views his personal and professional growth as motivation for listeners with similar ambitions.

Stream the Definition of Living (Deluxe) via Nu Nation / Vydia as well as watch his Off The Curb performance visual for “Cut ‘Em Off” after the jump.

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