There used to be a standard that I could count on. In my late teens, early twenties, I had an insatiable appetite for hip-hop. I couldn't wait to buy a jeep/truck and bang out instead of driving around in the latest piece of shit my parents bought for me. I wanted to rock the block with my good taste in music.
I bought most music UNHEARD. I bought on recommendations by The Source. If they gave a release 3.5 to 5 mics, it was a wrap. I copped the CD. Without the internet as a guide, I just worked on the positive buzz and word of mouth.
I bought 2 CDs I vividly remember because of clever marketing campaigns, A Wolf In Sheep's Clothing and Cypress Hill. I hadn't even read reviews, I just liked their ads. I bought 'em because of bullshit hype, but the hype paid off. I loved both of those CDs dearly.
This weekend I bought Kanye West's latest CD. I hadn't heard a single, but he has a track record that can't be beat. His lyrics were mediocre but his beats were amazing. I knew what I was getting. Then, I got the unexpected.
His lyrics are quite possibly the worst shit ever magnetized to tape. I know he thought of some of those lines and thought "Aren't I clever?" I can tell he saved 'em up for his CD and didn't use 'em on guest appearances. Not only that, the beat quality has diminished. The beats are half-azzed, the hooks are wack. It's pretty poor product.
But at least the CD makes me feel young again. I got reeled in by a clever marketing campaign. It's almost like I'm 20 again.