OK, so Travi$ Scott is undeniably on the fringe if you’re having a pop music conversation, which is the type of conversation we have on this site. But I’m going to keep bringing him up, because he’s from the Yeezus school and has potential to be a legit star in the new landscape being shaped in rap. If the popular rap dial has been nudged towards the bizarre and experimental (which seems to be the case) thanks to Yeezus, then Scott will be one of the first rappers to break out seemingly out of nowhere. I say “seemingly” because he helped start that shift with three credits on Kanye’s album. And with vocals on “Crown” from Magna Carta Holy Grail, he’s already a proven entity in the hip-hop universe.
The Kanye disciple — who raps on T.I.‘s Grand Hustle imprint and produces for West’s Very G.O.O.D. Beats — dropped his video for “Shit On You,” off his weird, wild, very solid debut mixtape, Owl Pharaoh. The seeds of “Hold My Liquor” can definitely be heard — from the amorphous structure to the Auto-Tuned mewling and ominous electronics. The video, directed by Corey Damon Black and Marc Kalman, is fittingly trippy.