With that being said, here is the first installment of our "A Case Of The Mondays" series. And since this is the first one, why not make it a special edition for something that I'm sure everybody wants to talk about...
Last week, only one thing (two people) truly mattered over everything...and that was Jay-Z and Kanye West. With the long awaited Watch The Throne duo album finally dropping last Monday, I don't think there's one conversation that could outlast one pertaining to WTT. If this album were to drop the same week as the Season 8 finale of Entourage, WTT would still have all of my undivided attention. And this is coming from somebody who would rather watch Entourage over a flick of Mila Kunis pleasing herself...(don't quote me on that).
We all knew that this was going to be the album of the year a while ago...before there was even a release date, a tracklist, a nationwide tour, ANYTHING. That proclamation was already made when we first heard the single "H.A.M.", which still gets heavy play to this day. Crazy how one single can make an album seem so epic, especially when it was produced by the most overused sounding producer in the game. Only Ye and Hov can keep a Lex Luger beat listenable after damn near an entire year of constant play. With only "H.A.M." as the promotional single and no video, no remix or anything, we took it and ran, giving us reason to believe that this album was gonna be a game-changer. That was until "Otis" came along about a week before the album is even dropped...
After "Otis"
The fact that this album might reach platinum quicker than any other album this year with little to no promotion is what amazes me. But hey, it's Yeezy and Jigga, so what promoting do they really have to do other than telling their fans to be ready? Shit, I feel like a puppet because I did more promotion from anticipation alone than they did themselves put together. Is this how Illuminati works? Because if it is, then I don't mind the outcome of such a great album. Who needs a marketing plan when you can just drop one radio single, announce the release date a month before and a trailer 2 days before the album drops? Let a regular rapper try that and see how quickly he gets fried by the sales results...
The limited amount of promo leads me to believe that they did that much so that the project wouldn't turn out to be "over-hyped". And if that's the case, I can't be mad at that. But it's hard to believe that this album would have been overrated regardless of how much promo went into it. What helped the successful release even more is the fact that this album could have been compared to a holy grail the way that it was protected. Very impressive that one of the most anticipated albums in the world didn't see the light of day before the release date. Shoutout to Apple/iTunes and the WTT managing team for making that even happen.
"Album of the year" is a hell of a title to give Watch The Throne, but it's hard to pick anything else that compares to it. Oh sure, go the cheap route and pick Eminem and Royce's Bad Meets Evil EP...that's probably is the closest project of this year to meeting WTT, but they are still a far 10 steps behind. Which is saying a lot to BME. But any hatred for this album is an automatic void. I've seen a lot of trash talk from producers who seem to think the album could have been better. But would they have been saying the same shit if Kanye & Hov were to pick them up for some production work? Doubt it. Leading me to believe that hating is the quickest alternative when you're name's not on something that everybody's eyes are on. But those who have pure hate for Watch The Throne are probably the same ones who attempted the Wiz patch and waiting on Lil' B's sequel, I'm Gay 2 (Too).
And then came the "Otis" video. The MTV premiere probably drew in Superbowl numbers and the video deserved the high amount of views. It basically was a 3:16 statement not only telling, but showing you that you can't do the things they do. A 43 year old in an NY snapback, carrying a blowtorch at the same time says it all. I don't even think we need to discuss the things that were done to that Maybach....
The video was a simple, yet complex Spike Jonze edited piece of work with two rich ass niggas having fun. Who doesn't wanna be living that way? These artists nowadays couldn't get paid to have that much fun in a video. That's the most I've seen Hov cheese since the "Big Pimpin" hit with UGK.
After hearing this album about 4 times a day since its release, I wouldn't be surprised if a lot of your favorite artists threw out their notepad and started from scratch to get on the same level as The Throne. Niggas like The Game, Lil Wayne, Jeezy....y'all better have some shit up your sleeve. Because at this point, you've already lost the battle. I can honestly say that WTT will be heavily played through y'all release dates within these next two months, so you better 'WOW' the fuck outta me before they see the shelves. Because you will be shelved in my iTunes.
At the end of the day, this album proved to other rappers that no matter how much swag you may carry, how many bitches you've nutted on, or what your last album did numbers wise...you will NEVER be able to rap about the things that these two spit about. Luxury rap at its finest and most niggas will never know what it's like to even live that life, let alone rap about it.
Watch The Throne is now in stores, as well as iTunes!
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