Opinion: How EDM Took Rap Out Of The Trap House And Into The Clubs

When Gucci Mane put out Trap House in 2005, I highly doubt he pictured a whole bunch of white raver kids getting down to music fused with what he would know as techno, and his beloved southern genre. Trap has definitely went through extreme changes to end up where its at, and no doubt away from its roots. But hey isn't that music in general? This is no longer southern hip-hop, this now has become a global genre in the electronic and hip hop music realm.

Does this really surprise anyone? Lets face it, EDM's bread and butter is the college market. Let me give you some business 101 on what I mean by this. What the college kids listen to is where the money is. Without the next Eminem, Mac Miller, MGK, there was a huge void in digestible hip-hop for this collective of suburbanites. Trap fills that void in a way everyone underestimated. What party kid couldn't get behind a boatload of bass and booties twerkin’ on stage?

Ask any 20-year-old college kid attending OSU varied questions relating to the subject matter of early 2000 trap music, such as what a "trap house" is, or how you "cook," and do you honestly think he's going to know or understand any of that (without consulting the Urban Dictionary)? Probably not. However, he doesn't have to with artists like Diplo, DJ Snake and ETC!ETC! putting out easily accessible hits every day with subject matter that's relatable to all (“Turn Down For What?").

What does this mean for artists like Flosstradaumus and Brillz? A whole new ball game when it comes to their careers. With the celebration and meteoric rise of modern trap music, their opportunities are seemingly endless. Not only do they have the huge EDM pool to swim in, but now the mainstream hip-hop game to expand their horizons. In 2013 alone Diplo worked on tracks with Usher, Mac Miller, Tinie Tempah, and more hip-hop heavyweights while Waka Flocka Flame was touring with the likes of Steve Aoki and Borgore.

This new EDM blended version of trap is all you could ever want out of hip-hop's harder hitting productions, but leaving out the lyrical content that few would understand. It's just good ole straight up 808 party music now, which is easy can get behind. Let's be honest, there is a monumental difference between actual Trap Music and what the genre has evolved into. This is now a whole new squeaky clean ball game.

-- Devan Welch/ Rubix Management

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Ty Dolla $ign Releases New Album Feat. Nicki Minaj, Roddy Ricch, Kanye West And More

After a three-year album hiatus, Ty Dolla $ign released his latest studio effort, Featuring Ty Dolla $ign, on Friday (Oct. 23).

The 25-track album features appearances from Nicki Minaj, Kid Cudi, FKA Twigs, Roddy Ricch, Jhené Aiko, Kehlani, 6lack, Young Thug, Music Soulchild, Skrillex, Quavo, Anderson Paak, Post Malone, Kanye West, and more.

Powered by previously released singles, “Ego Death,” Expensive” and By Yourself,” the new album flexes a different music muscle for the Grammy-nominated recording artists who steered clear of  making club records.

“I was intentionally trying to not make club songs [talking about] hoes and *itches and all the sh*t I used to talk about,” Ty told Vulture in a recent interview. “I was trying to, like, talk about my life, and what it is now, and really do something different with it. I got a daughter going to high school this year, and she’s paying attention, and all her friends are paying attention, so I can’t talk as crazy or do the crazy sh*t that I used to do.”

Stream Featuring Ty Dolla Sign below.

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Jay Z Launches His Own Cannabis Brand

Jay Z is venturing into the world of cannabis. The  mogul officially announced the launch of his new cannabis brand, Monogram, on Friday (Oct. 23) marking his first product collaboration since becoming chief brand strategists of the Northern California-based dispensary, Caliva, last year.

“Monogram seeks to redefine what cannabis means to consumers today,” the company said in a press release. As many marijuana storefronts have implemented new rules amid the global pandemic, Monogram is also planing to launch an e-commerce sales option, “In an effort to provide a more tailored customer experience.”

Caliva and Hov opened their first Southern California storefront last year. Besides providing quality products, Hov aims to use his position at Caliva to help the formerly incarcerated (many of whom are not reaping the benefits of marijuana legalization) through advocacy, job training, and employee and workforce development.

According to the company website, Monogram uses “expert growers” to ensure that each marijuana flowers receives the “respect it deserves” in every stage of the growth process. Additionally, Monogram flowers are grown in small batches so that every plant gets “personalized attention.”

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Kehlani Plays Bryson Tiller’s Love Interest In “Always Forever” Video

Kehlani stars as Tiller’s love interest in the intimate new music video for “Always Forever,” released on Thursday (Oct. 22).

The stunning visual, directed by Glenn Michael of Toronto’s Kid Studio, is a creative take on how a relationship can become your entire universe. Tyler and Kehlani cuddle up, kiss, and hold hand in the steamy visual, prompting some fans to question the chemistry between the two. They might look pretty cozy, but Kehlani and Tiller are just friends (Tiller welcomed a child with girlfriend Kendra Bailey last year).


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🌎🎥💫Thanks Guys. #alwaysforever @kidstudio_ @ichiki @kehlani

A post shared by [ Bryson ] (@brysontiller) on Oct 22, 2020 at 12:35pm PDT

Kehlani shared some close-up stills from the music video on Instagram along with a message thanking Tiller for being a “solid” friend. “To one of my dearest friends…matching tattoos, years worth of stories, nights of dying laughter and holding each other down in the roughest times…I’m so proud of you. Thank you for being solid.”

The post was deleted after fans in the comments continued to speculate if the two were an item. Kehlani shared a follow-up message on her Instagram Story explaining in part, “I post lengthy captions about all my friends. You would have to follow me to know that.”


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#Roommates, #Kehlani explains her previous message to #BrysonTiller. (SWIPE for previous post)

A post shared by The Shade Room (@theshaderoom) on Oct 22, 2020 at 11:53am PDT

“Always Forever” is the latest single from Tiller’s newly released ANNIVERSARY LP.

Watch the video below.

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