Whole Lotta Red: Carti’s “Big Day” Gone Wrong
2020, I’m not the first nor gonna be the last person to mention this in an article so short and sweet: it was an awful year that we wish was a billion-plus one better. However, in the sea of shit that is 2020, one of the few things that were able to keep us afloat was the enjoyment of music. From Pop to R&B to Hip-Hop to Indie, you name it, many artists have released several great albums in a year where entertainment was needed the most. From protest and political anthems coming from Run the Jewels and Lil’ Baby to the Weeknd wearing the same outfit for the entire for his After Hours era, we were dealt with a variety of quality of entertainment, that gave people a glimpse of hope and enjoyment in a year where the world felt like it was crashing and burning among us.
Regarding hip-hop, 2020 was a fitting year, as 2020 was the epitome of the saying “expected the unexpected”, as in the year of surprises, we saw the release of albums many felt would never get including Jay Electronica official debut, Lil Uzi Vert “Eternal Atake”, and by the grace of whoever, we saw the release of those two projects. Yet, reaching towards the end of the year, many were still awaiting the release of Playboi’s Carti follow up of his debut album 2018s “Die Lit, the sought after ”Whole Lotta Red”. Many felt hopeful of it seeing the light of day, while others gave up and put it in the same bucket as Detox and DOOMStark (R.I.P. DOOM). But in 2020, anything felt possible, now of course the possibilities felt more drenched in the energy of worst possibilities but optimism was still a key. Yet, in December, fans would rejoice as they got confirmation from Carti of the release of “Whole Lotta Red” and on Christmas Day, fans would finally get their true Christmas present to lighten up their year. But December 25th, all that anticipation, all the momentum leading to the release of the album would soon deteriorate into disappointment and polarization for Carti and his fanbase.
Now, as with many anticipated albums, they build a mythical aura around them: “When will it drop?”, “Who will be on it?”, “Will it be a different sound?”, “Will it suck more or will it suck less?” are among many questions that will get asked from fans and others and no matter who the artist may, whether it’s Drake or Kendrick, Tyler or Rocky. As within Carti’s case, the treatment remains the same and after a year of Die Lit, in 2019 fans were ready to move on to the next release. Dawning a new era with red hair and giving a new type of energy, fans were noticing every little detail Carti was doing in his preparation for a new era. Carti giving limited interviews, he had given some hints of what can be the results of his upcoming project. In a 2019 interview with The Fader, he gave a glimpse of the making of Whole Lotta Red and explaining Metro Boomin’s input on the project: “I got a whole ‘nother tape with this nigga,” Carti says. “That’s why my head’s fucked up. This shit could go on my album, but if it goes on the album, then we gotta change the whole thing.” Hinting that Carti’s sound for the album has a specific cohesion that Metro’s production may throw off, but what was the sound was the question. The same year, he explained in an interview with Culture Kings, that Whole Lotta Red will show he’s “got bars”. Now, with statements like that, it’s safe to say Carti was hinting at a detailed album (or as detailed as Carti can be). When being asked by The Fader if WLR is finished he replied: <shrugs?” I could be done if I wanted to. I’m just trying to top shit. I might make the hardest song ever tomorrow.”
Now as the self-proclaimed Jay Electronica of “Mumble Rap”, he had mastered the practice of leading on his fanbase with many teasers. Carti was like the equivalent of Spongebob and Patrick leading on Squidward with that drawn fake dollar. Giving hope and taking it away, while they also lose their hair in the process. In July of 2019, Carti on Instagram announced the Whole Lotta Red was dropping “in the next 60 Days” but after patiently waiting and memes, those 60 days were over and all the fans were left with disappointment…..and memes, there are always memes. However, with Carti being the most leaked artist out there, plenty of fans got to hear potential tracks for the album to the point where they essentially had heard the album, which in turn is one of the reasons why the album got pushed back numerous times. However, as we walked into 2020, or in retrospect shoved into the year, Cart would finally end the reign of waiting and would soon end the trials and tribulations for fans. Posted about his new “vampire and Gothic” aesthetic in the 2nd day of the year showing, hinting at a new era for Carti and later in a GQ Cover of November of 2020, Carti’s response about Whole Lotta Red, if it’ll be released before the end of the year, would be: “We’ll See”. But December 25th, Christmas Day would be the day after being announced with an official date on December 22nd, fans finally got the official with 24 tracks at midnight. Now, after 2 years of waiting, 2 years of hope, in the words of Martin Lawerence of Bad Boys II: “S*** just got real”.
Now, as WLR dropped expectations were at a high for many. Kanye executive producing it, features from Future and Kid Cudi, he seemed to have enough time to one-up himself in the music, what can go wrong (oh how naive can we be)? However, after 2 years of anticipation, Whole Lotta Red wouldn’t be met with open arms but instead with dis-ownership, receiving major criticism on social media from fans and many. Bringing on a reign of jokes and memes galore, Turning the moment that should have been a time to rejoice over fandom and love of music into a cluster-f**k of disgruntlement and bouillabaisse of lampooning. In the same vein of Chance the Rapper “The Big Day”, Carti faced the court of many criticisms for the album-length and lackluster music. Also, it doesn’t help to the fact he promised that certain features would appear on the album including Travis Scott, Pharrell, and FKA Twigs, but yet they weren’t on it.
Fans were so unhappy with the finished product, they wanted to hear the tracks that were leaked. This demand was so concrete that on the night of the album “Deluxe edition” was trending on Twitter for Carti to release a deluxe edition for the album. The backlash was so unavoidable to where Carti got backed into the corner and is planning on releasing a deluxe edition for the album full of leaks (allegedly). Yet, it’s not like the album release could’ve gone worse right? (oh how naive we can be), but it doesn’t help the same night Iggy Azalea (Rapper and the mother of his son) exposed Carti on being a bad father and boyfriend (But, I’m not going in-depth with that, that’s not my kind of content to discuss). Just like Chance the Rapper, Playboi Carti’s “Big Day” turned into Carrie’s prom night. A disaster that can, if not, has had left a dent in his career.
Now when it comes to the album, Carti had a preference that the album was gonna be “psyched out” and “experimental”. Experimental albums are a bit of a 50/50 shot when it comes to artists. Whenever an artist tries anything out of the norm of their usual artistry, it can cause a stir between fans. Either the execution hits well or it hits the mark and fans will berate it as life depends on it. Examples can be like ASAP Rocky’s 2018 “TESTING” album or Kanye West 2013 “Yeezus”, or in terms of Rock Weezers “Pinkerton” Anything different right out the gate isn’t automatically be loved, appreciated, or just enjoyed on the surface level, however as time goes on and we adapt and become accustomed to the new formula our certain artist is bringing or has brought to the table. In terms of Carti, it seemed people were expecting My Beautiful Dark Twisted Fantasy, Illmatic, and the holy Qu’ran of Hip-Hop. Now it is far from those two albums I mentioned, however, it’s not something to be undersold, Whole Lotta Red is an album for a certain occasion, whether it be: a house party, club, or mosh pit. Carti seemed influenced to try to flip punk energy, Gothic-ism and put his spin on the two.
From the album cover paying homage to Slash Magazine to sampling Johann Sebastian Bach and Bon Iver, it feels this was Cartis’ passion project coming to fruition. It feels like Punk music from his perspective for Generation Z: Sex, Drugs, and music, the Rockstar lifestyle he tries to embed in the album. Yet, It seems that it doesn’t matter because that’s not what the fans wanted. However it’s interesting to note, Carti’s debut album “Die Lit” wasn’t beloved by the fans at first either, however, given some time people enjoy it for the album it is. Will Whole Lotta Red face the same scenario?. Fans aren’t throwing their roses to Carti, however, Youtube reviewers: such as Volksgeist and Shawn Cee and Publications such as Rolling Stone and Pitchfork have given it praise. From 4 out of 5 stars to 8.3, it seems that people can see Carti’s creativity and vision for what it is, on its own merit. While others are giving critique such as:” I don’t think it’s really artistic or creative. I think it’s just some bullshit”- Complex Ambition (Youtube Channel).
But with a Carti, it seems that he’s an artist that is a few steps ahead, playing chess while others play checkers. Musically, it seems that he’s leading his path to experiment and the music he wants to make, and in time people start to catch on and appreciate the result. To reiterate, Die Lit, faced the same amount of criticism but now is appreciated among fans. However, it raises the question of the entitlement of fans. Leaks have caused Carti to change the album numerous times, and when it seems that Carti was able to release the album he wanted, fans rejected it instantaneously and wanted a specific sound or specific songs, that were already released. As if they want to directly control and artists art. Controversial hip-hop personality, DJ Akademiks on a live stream explained in a rant about discussing with Carti about the backlash and his fans: Carti is a slave to his fans. Y’all Carti fans are the worst because y’all became the boss of Carti. He created some news music, he tried to make it interesting but then y’all get mad at him for not putting out songs y’all already got. Y’all wanna run Carti, You don’t want he wants, You WANT WHAT YOU WANT!!”. This comment for the live stream sums up the video and Akademiks point in a lengthy quote:
“This is sad. Did y’all not just hear ak, a man who TALKED to carti about the album, who just stated that carti made FIFTEEN DIFFERENT whole lotta red albums? All because of leakers? If y’all didn’t leak his music. WE WOULD HAVE NEVER GOTTEN “BAD” MUSIC. Ak said it himself: y’all “fans” are irrational. You can’t think past anything that isn’t about yourself. If you don’t like the music he puts out, STOP LISTENING to him. If you stop leaking music, you’ll get better music. YES! It is the leakers fault that carti has to make NEW MUSIC 15 different times. That’s THEIR FAULT. Not carti’s. Artists LOSE profit from leaked music. To get that profit back, they take time to make more music. But if the endless cycle of leaking doesn’t end, we never get any music. That is until the artist gets fed up, and drops music just to shut y’all up, i.e. whole lotta red.”
Carti’s “WLR” backlash, which honestly is an understatement, is a sign of the downside of being an artist. Looking past the fame and luxurious lifestyle many portray, fans forget to their favorite artist aren’t necessarily trying to make music for them directly. While yes, they hope for you to enjoy their music as well, but it shouldn’t be forgotten that it’s their outlet to be creative and release art they want it to be, whether it’s them expressing something introspective or fun turn-up music. Yet, it seems that Carti fans are trying to direct his music into a certain pathway and control his art (Yes, I know..I referred to his Music as art). In the age of social media doesn’t help, where everything is immediately judged and everyone can troll and give an opinion and you have no way to just ignore it. Yet, when in reality art needs time to be appreciated and seen for what it is. Like Die Lit, case in point, Die Lit, now has an over an 8 rating on Pitchfork and is praised by the fans. Now of course this is all subjective, even if people will appreciate WLR in the future, doesn’t mean every single individual will think it’s good, and that’s fine. When the whole tidal wave criticism ends and after a few months past, fans may understand and enjoy Carti’s vision.
