@unclejam23: Dude, this was absolutely a thing, and part of what inspired everything I said before.
Thanks to an otherwise really problematic, older neighbor, I both played a lot of N64 NFL Blitz and heard quite a bit of the Wu-Tang Clan's output. However much this guy yelled at his mom to shut the fuck up, he also pretty exclusively listened to everything Clan adjacent, from the main group albums to the exhaustingly rote Killa Beez compilations and solo albums. And because this was happening in the late '90s, it led me to having a remarkably negative opinion of a lot of the MTV era of NYC rap. It was several years before Nas was more than "Oochie Wally" to me.
As a part of that seditionist POV, one of my first personal favorite rap songs, probably paradoxically, was Lil Wayne's "Shine" where he said "all of these carats, like I'm a fuckin' vegetarian". When I found my way into OiNK's Pink Palace I spent a lot of my time, like most suburban white kids, devouring the canon of the '60s and '70s but whenever I diverted to rap, it was Memphis and Atlanta that I focused on because (rightfully) those scenes were rejecting the flat, big box store keyboard samples that the poles of LA and NYC were addicted to.
Other than Jay-Z's Blueprint, I missed a lot of what Kanye and Just Blaze were arguing for at that time. I loved the Soulquarian (and adjacent) projects, most notably Black Star, but otherwise I felt like a lot of hip-hop from 1999-2004 was some form of grift, no matter how many awesome singles came out of that era. The albums always sucked - I really loved some of it, and being a white guy from the Midwest in junior high it shouldn't be hard to guess what that some of it was - unless they were from the south. I learned to care less about the lyrical miracles than the overall musicality of a song. In turn, this made a terrible Silkk the Shocker song more interesting than the most mid Jay-Z album cut.
Then Cam'ron's Purple Haze came out. Despite making a lot of this post about my history with rap music, like most of my demographic equals I was devouring Pitchfork's vision of rock music shamelessly and voraciously. Tom Breihan is/was a great hip-hop critic, and his Purple Haze review isn't misguided, but it acted like a sort of malignant but no less propagating cancer on pretty much every venerable online mag, even down to crit-nerd stalwarts CokeMachineGlow and TinyMixTapes. That the album came out just before holiday break in 2004, and thus this review (given the time) was likely published after as little as three months of consideration, only compounds how canyon-esque its influence on critic culture was. This sentence alone wrote dozens of Hell Hath No Fury reviews a year later: "His bored, arrogant voice rolls syllables around until he's hit just about every possible permutation, transforming hard consonants into thrown rocks and idly toying with drug metaphors like they're Rubik's Cubes."
In other words, it suddenly became sport for music critics to twist rappers' art into their own writing, and it quickly became clear that for a lot of people, this was the point. They weren't catching up, they knew all along, the audience was the crew that needed to catch the train to the future. If Nick Sylvester's Pitchfork review of Tha Carter II tastefully got it, many of their and other publications' year-end write-ups from the time (or more importantly, their day-to-day news divisions) centered not only blatantly hedonistic, misogynistic and facetious raps but elevated many of them to a kind of fascinating, Shakespearean poetry that the rappers weren't targeting and the critics (often, not always) clearly didn't believe in. Unfortunately the proof is in a lot of news articles, singles reviews and best of lists I don't have time to dig through and source - or plain can't, as website reformatting beat Internet Archive to the punch and rendered said reviews and lists corpses - but you're very right to perceive that fetishization of sonically mainstream, so-called "outsider" rap.
In fact, for many, many years (particularly when it was nominally my job to not do this) I pretty forcefully ignored, specifically, both Migos and Future because I felt that pressure from Oakland to Sioux Falls (and specifically not Atlanta). I hated Future's first couple mixtapes and never paid any attention to Migos. Not just because I was soaking in the afterglow of the false promise Kanye and Pharrell had offered, but because like you I just couldn't believe some forum friends I used to dissect G-Unit vs. Terror Squad mixtape disses thought these guys were any good. Even more, I used to work with some of these guys and couldn't believe their faith.
(Here's where I say I spent the fall of 2016 negotiating Future's discography, as well as the later winter of 2017 doing the same with Migos only to learn I was being a bit of a gatekeeping ass.)
Because my half-assed and haphazard searches didn't pull up the relevant bullshit, to the few others than you who find this post it'll likely read like a misguided ramble. I'd really thought I could conjure up a couple of less kind examples of how the coverage of mainstream rap music turned on a dime amongst the tastemaker press that inspired me to pursue the work myself...instead I just found a lot of dead links. I'm also not so egotistic as to assume I actually did anything to solve the format of mainstream white guy rap crit - feel free to dig through my archive for examples, and please ignore the unpublished RYM clips from the same time - but I'd like to think your slight acknowledgement of this...thing mostly justifies this ramble.
In brief (or TL;DR) there was a moment nearly 20 years ago when fairly standard (if incredible) drug and poverty references became fetishized by various publications that would rather cover an Oasis b-sides collection than a Chamillionaire album. This led to a proliferation of flowery descriptions of beats and raps that were A) often deceptively traditional and B) often felt performative (though credibly prescient) as a response to mixtapes going digital. I absolutely relate to and understand why the coverage of Future and artists of his era felt a little mythological, because I entered into the business and exited it feeling largely the same way.
Which I guess is the punchline of this whole diatribe, even though I gave it away 500 words ago - turns out, I like most of that shit, no matter how much I recoiled at the occasionally yawping coverage of it.
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