29 March 2013

Tyler, The Creator – IFHY [Music Video]

posted by: Arjun New Music Daily

Tyler, The Creator is talented. He writes, directs, and produces almost all of his material and seems to be constantly improving and growing as an artist. He also designs all of the Odd Future apparel, which is impressive in its own right (I think he brags about selling socks on the album, rightfully so, but still a rap first)*. His newest album Wolf, which will be out this Tuesday, leaked about a week early, and after a couple of spins, I have to say it’s not great, but maybe that’s because Tyler’s matured as a writer–depending less on shock lyrics and more on storytelling and introspection–and as a producer–embodying the likes of his heroes, The Neptunes and even Toro y Moi. It’s an experiment of growth that might not see its potential until the next album. Still, it’s a necessary next step for an artist at the beginning of his career. “IFHY” is a highlight of the album and even features Pharrell (of The Neptunes). The video treatment is vintage Tyler (under the moniker Wolf Haley) in that it’s an endlessly creative mindfuck.

*He also designs his own album covers and has a TV show, but I got tired of listing stuff.


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