For hip-hop in 2020, the crown belongs to Griselda Records. Label founder Westside Gunn, brother Conway the Machine, and cousin Benny the Butcher have been creating plenty of buzz over the last few years, but in 2020 they made a statement. With 5 albums between the 3 of them, a debut album by their female counterpart Armani Cesar, and a Griselda-released mixtape from the tremendously productive Boldy James, 2020 has been Griselda’s most productive year to date.
Despite making a sudden splash on the scene, these emcees have been rapping for a long time. While the way they rap is characteristically unique in it’s graphic descriptions and hard-hitting punch lines, their music has a foundation in a classic style of hip-hop, garnering them no shortage of praise from hip-hop legends across the map.
Through expert storytelling, Griselda artists include explicit details of criminal activities, and while they don’t necessarily glorify the lifestyle, they are not in the least bit apologetic. They don’t shy away from rapping about the details of their lives before rap fame, the struggle they endured to get here today, or boasting on their success that could only have come from unwavering perseverance.
One of the most compelling stylistic features of Griselda artists is their footing in a Mafioso aesthetic. This theme runs through all label members, and is one of the notable characteristics that unify them as a collective. It is not surprising that Griselda has been referred to as “the next Wu-Tang Clan”, which has been recognized even by members of the Wu-Tang Clan themselves. This claim is not just an acknowledgement of success in 2020, but an understanding that Griselda is set to be an iconic generational influence on the culture.
Over the past 5-7 years there has been a growing sub-genre of hip-hop characterized by low-energy rapping over lo-fi, sample-central beats. Counter to stereotypical rap braggadocio, artists in this style write more genuinely introspective. Despite their lethargic leaning tone, they write in a way that is both deeply expressive and seemingly therapeutic. The consistent themes are self-reflection and social observation from an introverted perspective.
The beats can be easily digestible, or in many cases can break rhythmic norms, providing an embrace of dystopian aesthetic. This approach gives the artists flexibility to maintain a refreshing level of unpredictability. It may not be a coincidence that 2020 was such prolific year for this style of hip-hop, being a year defined by isolation, depression, and dystopia.
I often refer to this style of hip-hop as “the other mumble rap”. While this sounds nothing like the commonly referred to sub-genre of mumble rap, these artists undeniably rap in a way that could be described as mumbling, but are nonetheless far more articulate as lyricists. There have been about a dozen or more notable artists operating successfully within this style, and while there is a common thread connecting them all, each has their own unique stylistic contribution. Above are 6 projects within this style from 2020 that I recommend from Medhane, MIKE, Redveil, Demahjiae, Chester Watson,and Navy Blue.
I’ve declined to explicitly choose an album of the year for 2020, but if any artist should be recognized for their productivity it would have to be Boldy James. This year James dropped 3 collaborative projects with The Alchemist, Sterling Toles, and Real Bad Man, as well as a mixtape released by none other than Griselda Records (The Versace Tape).
Boldy James has been on the scene for over a decade, but his presence has never been more prolific than it was in 2020. Between the 4 projects, Boldy generously delivered 47 tracks (not including features), easily making 2020 his banner year. Despite the abundance of production, he didn’t cut corners. There are almost no intros or skits, and The Price of Tea in China & Real Bad Boldy are legitimate contenders for album of the year.
Like other Griselda artists, Boldy is a great storyteller, and his laid back flow guides the listener through a mesmerizing tour of illicit struggle raps. Each project has a different producer and corresponding sound, demonstrating James’ versatility and ability to adapt without compromising his own style.
The Mic is the Message 