DIE FOR MY BITCH

DIE FOR MY BITCH promised much, from an artist whose rapping style is wonderfully unique, and whose production values are mostly engaging. In the end, though, it felt like it was breaking down too – so that the first half of the record could prove suitably strong, while the latter slump left it feeling a bit iffy. The first half was an absolute ball. Keem made it soooo clear that he was having fun, and we were all invited: he seems to be on holiday, swishing along over wildly differing beats, full of audibility and (usually) good sense. The whole thing is nicely turned up to 11. But there is a second half, which is strained by poor vocal choices that don’t blend rhythmically or sonically with the rest of the track. It is strangely satisfying, nevertheless, and it passes the test: it levitates because of a few huge departure points. The opener STATS was the highlight of the brief record, for good reason: all the components are dynamic and appropriately bold. The excellent beats and production, the badleycool beat-switches, the bouncy, high-energy vocals and the non-serious fun lyrics – all of it comes together in a just-so kind of immersive way, reminding us throughout that this is just Keem’s world, and we are living in it, forthwith. It establishes right from the get-go a vibe of no serious business; it’s just an easy, gorgeous chill ride, doing the happy dance from the get-go – a surprisingly inviting album that says: let’s have a good time! And it’s just as effective at nudging us in this direction for about the first 20 minutes or so. After that it started to get quite a bit more mundane – the tracks started to burn out, and the sonic energy became erratic and forced; Keem’s flows started losing their charm, and his mix with the production started sounding less and less suited, the vibe becoming raggedy over the thudding beats. His understanding of aura and mood turned out to be quite fragile, and the sleek groove beloved of his beats-driven records started to bump, and then drag, and then a complete halt. The later tracks were harder to get into, and became more of a showcase of Keem than a sharp focus on any particular tracks – normal for a record this short, and the highest heights were pretty strong. But overall, it wasn’t a consistent runway of vibes, feelings, moods, atmospheres: it was no huge podium from which to shout proudly about Keem’s potential. In all, DIE FOR MY BITCH was a total ball for the first half of the record, and remained strained, on sonic terms, for the second, before it levitated from the breadcrumb trail of a few huge departure points: hinting at some quite fascinating, beautifully wrapped future nuggets of this up-and-coming artist doing what he does best – making bangers.BABY KEEM - DIE FOR MY BITCH
RATING - 7.6/10

FAVORITE TRACKS - STATS, ORANGE SODA, HONEST

GENRE - Hip-Hop, Rap