The Problem With.... Kreayshawn's "Gucci Gucci"

In spite of what I think of some rappers, the truth is that most of them have something to contribute to the scene. Kanye brings good production chops and high class. Eminem has tight alliterative flows. And Drake... well, he's Canadian, which has to count for something, I imagine. 

To this end, when someone new comes along with a lot of hype behind them, I can't help but ask: "What do they bring to the table?"

West-coast emcee Kreayshawn's hype exploded over the summer with the video for her debut single "Gucci Gucci." I was a bit weary about the artist since all her hype came from the same Youtube hive mind that elevated Justin Bieber to where he is. 

I didn't believe the hype then. Flava Flav taught me well. 

I still don't. "Gucci" resembles a slowed-down version of the west-coast G-funk sound that Dr. Dre and Death Row Records popularized the '90s -- a nod to her home region (she's from Oakland) and its influence in hip-hop. 

However, in front of the evocative sound, all you get is Kre's nasally, monotone voice running off cliches like how much she hates rich girls and how much money she makes while hustling. 

Her style sounds like a buffet plate of music trends -- you get the one-liners from Lil Wayne, the jealousy and tough-girl persona from Pink and the petite artsy thing resembling Gaga. 

The problem with Kreayshawn, of course, is that she doesn't add much to hip-hop apart from the novelty of being a white girl in the scene. But, um, didn't British emcee Lady Sovereign fill that niche already? She did. So, no, Kearyshawn's not that groundbreaking. On any level, really. Despite the hype.

This could get ugly, folks. She's going to have to come up with something more interesting to say than "I hate basic-ass girls" or she's gonna lock herself into mediocrity. 

Then again, if the Top 40 is any indication, she might do just fine in that rut.

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Shahryar Rizvi
Contact: Shahryar Rizvi