The 37-year-old Buffalo rapper — so prolific he recorded some of his latest album with coronavirus — “speaks to an audience that a lot of people sleep on,” one A&R says
found himself in the front row at a show at Paris Fashion week, sitting near stars like J Balvin. Much to the rapper’s surprise, his own gruff voice started blasting through the speakers — “Perfect Plex the brick, broke it down, it got me rich” — as awrithed and twisted in front of the crowd.
All these qualities are on display in his new video, released on Tuesday, which moves from the minimal, tightly-wound “Euro Step” — “clothes from Fifth Ave, I was broke and got rich fast” — to the stately, string-filled “No Vacancy:” “The Margiela peacoat, the Regal/Four story house I got off Ebro… Slam you on your neck like Bruno Sammartino.”
Gunn’s insular approach often evokes New York rap from an earlier era. For Mike “Heron” Herard, an A&R at Shady Records, Gunn’s work evokes a very specific image: The back cover of Eric B. and Rakim’s 1987 album, which features the duo next to a selection of infamous local characters, including the original 50 Cent, a gangster whose name was later borrowed by an aspiring rapper named Curtis Jackson.
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