In Sprite’s new hip hop focused ad campaign, our resident rap ruler Drake says something a bit disorienting: “Just rapping is not really that impressive anymore. There just has to be more. You have to be a multi-layered artist.” The age of the rap-singer is upon us. As rap has gotten intertwined with pop, it’s as if the only way to get noticed is to immerse yourself to radio or stand out completely. So far 2015 has been the year of the rapper who doesn’t want to rap; they want to be a rockstar, or a jazz icon, or a fashionista, or a conductor. The most popular rapper on the planet doesn’t even write his own raps! Maybe Drake’s right and rapping isn’t impressive anymore. That’s the only explanation for the unfair, lukewarm reception that has greeted Freddie Gibbs and Madlib’s masterpiece Pinata. There’s nothing fancy, or even innovative, about this record. There’s just the best beats of the year from one of the greatest producers of all time and the best rhymes of the year from someone on the short list for best MC breathing. If that’s not impressive I don’t know what is.
This isn’t an obvious match. Freddie Gibbs, an L.A. transplant from Gary, Indiana, a rap cyborg who was kicked off Interscope for not toning down his technically driven murder music, teaming up with the Beat Konducta himself, the patron saint of the L.A. underground. Pinata (originally the much better named “Cocaine Pinata”) is not a beautiful act of chemistry. This is rap as athletic activity, with Madlib lobbing out absurdly difficult beats for Gibbs to knock out of the park. But what could have been a genre exercise turned into a masterpiece and a career benchmark for both parties. Freddie Gibbs got a chance to flex over the best production he’s ever had, forcing him to be more creative with his songwriting. Madlib, after years of churning out instrumental projects, came out of the wilderness to find one of the best rappers he’s had a chance to collaborate with. They both provided what the other needed.
Freddie Gibbs and Madlib are both incredible at what they do. The sheer technical prowess is so evident on the record — the way Madlib cuts his samples into jagged soundscapes, and the way Gibbs finds a way to flow over them — that Pinata could be the best album of the year on that merit alone. What exceeds expectations is how they find greatness in simplicity. All the song titles are one word and yet perfectly named, summarizing the efficient style of the album. For all the (unwarranted) critiques that Freddie Gibbs can be boring because of the homogeneity of his lyrics, Pinata finds him as a master songwriter. He tells stories with the best of them, whether about lost love on “Deeper” or adolescent memories on “Knick.” There’s the gleeful hedonism on “High” and the paranoid noir of “Bomb.” He drops off the best diss track of the decade with “Real,” a scathing, explicit attack on former mentor and rap icon Young Jeezy. There’s the delirious, playful “Robes” immediately followed by the poignant, world wearied hush of “Broken.” Pinata is a study of contrasts, with Gibbs spanning a field of ideas and emotions without it ever feeling too disparate. He has Madlib to thank for that, who plays John Williams to his Steven Spielberg. Much respect to DJ Mustard, Flying Lotus, El-P and the rest of the great producers this year, but Madlib takes home the crown for best production front to back on an album this year. These are beats you can drown in, blunted jazz so luxurious that you’ll want to wear it.
Like most great art, what started out as a creative exercise has become so much more. Twenty, maybe even ten years ago, this album would have been deemed iconic, and it’s a shame it hasn’t received that attention. It sounds like it comes from another funkier age. There are a lot of talented guest rappers on the album, but the only ones that manage to hold their own with Gibbs are the two hall of fame hip hop legends, Raekwon from the Wu-Tang Clan and Southern rap godfather Scarface, who sound as good as they ever have over Madlib’s sculpted loops.
Rap is changing at such a fast pace it’s hard to keep up with it. Drake’s right. You can’t just rap anymore to break out from the crowd, but when you rap this well, over beats this great, perhaps anonymity is what you need. To hear a genre done well at such an elemental level, there isn’t a greater thrill as a music fan. Call me impressed.
Read the original review here