Review Summary: Welcome to my World...
In the world of of modern music and Soundcloud rappers, it's difficult for anybody to really break through and stand out amidst the ranks of the giants of the industry, especially now that Hip-Hop and it's many forms are now the dominant genre of music. However, paradoxically, this also creates an avenue for talent to at least gain some moderate success and recognition, so that otherwise unknown artists may be able to gain some traction now that the process of sharing one's work with everyone else has become so easy. All that being said, there's a lot of people out there chasing trends, a lot of people gaining success for success sake, but occasionally, you can discover gold in the vast hills of the internet.
Noisey Todd, to be blunt, is one such discovery.
A rapper from Kentucky, Zach Crouch's story is one of the perfect underdog. A kid from small beginnings in a nowhere town where music was what guided him through a tempestuous life. Listening to the likes of Eminem and other rappers from his generation, his love of music turned into his desire to create it. He began in high school, writing several originally produced singles that lead him to very limited local fame, but now, in his college career, he brings us a studio-produced EP that may as well just be a full-length LP due to it's surprising level of quality. How do I know all this? Well, it's essentially the story detailed in 'I Don't Know'
I intentionally left a considerable amount of details out because I honestly think it's best experienced on its own. It's not really a concept album, but there's definitely a narrative here, and it's one of a kid who's reach doesn't exceed his grasp. Noisey Todd's flow is impressive, in fact, down right incredible at points. In songs like 'Steam Boat' his flow, his lyricism, and his and his production all blend together seamlessly. Even slower songs like 'Womb' where he shows more of Trap-Rap inclination and sleepier vocals show off that unlike a lot of his contemporaries, his articulation and proficiency as well as a knack for clever usage of double entendres and metaphor carry him far beyond the likes of the bored and frankly lazy stylings of someone like Future. There is something special about every single track here, and while they aren't all perfect bullseyes, for a debut record, I was highly entertained and impressed.
The sound here, other than the fantastic lyrics and narrative, is my favorite part of the album. When you think of Trap-Rap you usually think of laid back, subdued, and probably even boring beats and samples. Here, simply not the case. It took me a while to figure out what exactly it all reminded me of, but the actual SOUND of the album, for the vast majority, reminds me of the work of Akira Yamaoka, the genius behind the soundtracks to the Silent Hill series. The faded sounds of the instruments, unique beats, older sampled instrumentals like on 'We Gonna Be Alright', the distortion, for a first project, the stylistic strength alone, in my opinion, is enough to carry this through multiple listens.
The funny thing about 'I Don't Know' is that despite it's title, it exudes confidence. Zach delivers his lines sharply, with copious amounts of wit. And despite the album being incredibly atmospheric in nature, it doesn't lack intensity at all. The wordplay here reminds me of the likes of Kendrick Lamar, filled with personality and character, really trying to use these clever lines to show us who he is, who he wants to be, and make us all think and laugh a little bit. There are several humorous moments on the record, you can definitely hear the introspective stylings of artists like Mac Miller and Eminem, blending dark comedy and real life shortcomings and tragedy showed through the music. He also doesn't let the more formless structure that Hip-Hop tends to dabble in now overtake him, almost every song here has a unique, interesting, or even just outright funny hook (My favorite of which being the 'Analyze a waistline' opening to one of the best cuts here, 'Red Skin') When it gets darker, it's far from laborious or melodramatic, you won't find the whining of the likes of XXXTentacion on here, it's all very matter of fact, but still has a personal touch. But the best part is, again, the confidence in the production and delivery. This album, despite being unfocused (though still entertaining) in sections, is carried by the steady themes of Zach's desire for success and his attempts to learn from past mistakes of his life. You even get a sense of the environment that shaped his mindset and overall personality in tracks like 'No Ghettos in KY' and 'Barefoot in Gotham', and seeing a rapper from Kentucky talk about what exactly led him down the path he's down currently, is honestly something very refreshing, it's a very unique perspective. He paints a fantastic picture of an environment and the people in it, as well as how they affected him and vice versa.
Production wise, considering he's currently not signed with anyone and made this whole thing in some studio recordings, is highly impressive. The beats and sounds compliment the vibe well in a way that just feels so incredibly cohesive and energetic, you never get the sense that he's not doing his absolute best in any aspect. Everything sounds faded, dream-like, and drenched in atmosphere, and even a bit jazzy, (the themes of self-worth and jazz fusion do make me think a lot of 'To Pimp a Butterfly') which in most cases would put me to sleep, but here, not so. But, you can only do so much, and the beats here do lack the dynamic quality that would truly make this project a sight to behold, but with the current tools he has, his attempt isn't only admirable, it's commendable. Even the feature on here by other lesser known rapper 'Vonte' (who I swear is a vocal dead ringer for Kendrick) blends with the style incredibly well.
2017 has been a great year for Hip-Hop. Joey Badass, Kendrick Lamar, Tyler the Creator, and Jay-Z have all produced entries in their careers that will go down as some of their most notable. And while much smaller in scale, and obviously not as popular, I can easily add 'I Don't Know' to my list of favorite records of the genre this year. I don't want to sound like I'm overselling him, he's not the second coming or anything, and I think he definitely knows that himself, but as someone who admires any artist for trying to claw and fight his way to find success, I find something beautiful in this EP. I see a kid who went to great lengths to not only deliver on something quality, but something unique, interesting, fun, and moody. The amount of self critique here is commendable by any regard, and I find myself listening to many of the cuts here frequently. The production in places is amateur, the overall focus is scattered, and for as original as the entire package is, Noisey wears his inspirations on his sleeve, but I think this is a case where the flaws are the inevitable outcome of limitations, and lend the project character. If you want to support and up-and-coming artist who in my opinion, deserves a far bigger audience, head over to Noisey Todd's soundcloud and give this a listen. This is pure art from adversity.
Favorite Tracks: Red Skin, Steam Boat, No Ghettos in KY, Anime Boy/Have to Go
Least Favorite Track(s): Barefoot In Gotham (I guess? Still a solid track)
