Over the past few years, HYBE Corporation has become one of the biggest forces in music. The South Korean company owns Big Hit Music (home to artists like BTS and TOMORROW x TOGETHER), Big Machine Label Group (Tim McGraw, formerly Taylor Swift), and now, thanks to a new deal, Quality Control.
In a deal announced yesterday (February 8), HYBE subsidiary HYBE America bought QC (whose artists include Lil Baby, Lil Yachty, City Girls, and Migos) in a purchase “valued at $320 million in stock and cash,” as Variety reports.
“I am so proud and honored to have [Quality Control CEO Pierre ‘P’ Thomas and COO Kevin ‘Coach K’ Lee] join [HYBE chairman Bang Si-Hyuk] and I as our partners. QC is one of the most significant independent labels in the world, working with incredible artists who are, and remain to be, the voices of culture. I’ll never forget riding around Atlanta over 20 years ago with Coach discussing our dreams and ambitions and how we said, ‘If they let us in the game, we are never going to give it back.’ Now, all these years later, we are joining forces to make these dreams a reality.”
He also noted, “It’s important to me and my team that P and Coach continue to have the freedom, and now our global resources, to continue to do what they do best; facilitate and nurture great art and culture.”
Lil Yachty’s new album Let’s Start Here elicited many different reactions due to its departure from his previous sound into a more psychedelic direction. Featuring artists like Justin Raisen, Sad Pony, Unknown Mortal Orchestra’s Jacob Portrait, Magdalena Bay, and more, Let’s Start Here was a new chapter for the rapper. And it looks like it was a success.
According to Billboard Charts, Let’s Start Here debuted at No. 1 on three separate charts: Top Rock & Alternative Albums, Top Rock Albums, and Top Alternative Albums.
.@lilyachty‘s ‘Let’s Start Here’ debuts at No. 1 on the following charts this week:
Top Rock & Alternative Albums Top Rock Albums Top Alternative Albums
About the project, Yachty voiced his desire to expand his sound before the release and not want to be pigeonholed or dismissed as “just some SoundCloud rapper.”
He explained, “This album is so special and dear to me. I think I created it because I wanted to be taken seriously as an artist. You know? Not just some SoundCloud rapper. Not some mumble rapper. Not some guy that just made one hit. I wanted to be taken seriously because music is everything to me, and I respect all walks of music. Not just rap and hip-hop but everything. I wanted to make something that showed the world that shows it, just how great music is to me.”
Lil Yachty came through with his latest body of work, Let’s Start Here on Friday. The project marked a significant leap for Yachty as he dived into psychedelic rock and soul in an attempt to establish himself as more than just a “rapper.” Ultimately, the experimental project led to a flurry of reactions. Some loved it, others hated it but overall, it created a dialogue surrounding Yachty’s artistry.
Pitchfork evidently didn’t hold the project in high regards. Alphonse Pierre gave the album a 6.0 in a review that detailed the highs and lows of the project. As with most Pitchfork reviews, it stirred up discussion online and Yachty had a brief analysis of the publication. “Lol pitchfork is so washed up,” Lil Yachty tweeted in response to the publications review.
Despite Pitchfork’s review, artists like Drake and Questlove have had rave reviews for Yachty’s departure album. Questlove inked a lengthy review on his Instagram page, where he praised Lil Yachty for going outside of his own comfort zone. He also said Let’s Start Here gave him hope for the future of hip-hop as a whole.
“I really really really really love this @lilyachty record and I love when artists pull off a good departure record,” he wrote. “this aptly titled #LetsStartHere lp might be the most surprising transition of any music career I’ve witnessed in a min, especially under the umbrella of hip hop… Shit like this (envelope pushing) got me hyped about music’s future.”
The music Yachty released during his teenage years undoubtedly defined his sound. Over the years, he struggled to shake off the stigma attached to his name. When he was a leader of the pack of Soundcloud rappers that made it to the charts, he continued to face backlash from OGs and fans in general who weren’t happy with what he dropped. During the album release party, Yachty explained that he wanted people to take him seriously as an artist.
“I think I created this just because I really wanted to be taken serious as an artist. Not just some Soundcloud rapper, not just some mumble rapper, not some guy that made one hit… I respect all walks of music. Not just rap and hip-hop but everything,” Lil Yachty said. “If we gon’ be honest, there’s just a lot of n***as started copying the swag. And I felt like, cool, well, if everyone can do this then that’s fine but I’m going to show you what y’all can’t do.”
How do you feel about Lil Yachty’s album? Let us know in the comment section below.
The RX is Uproxx Music’s stamp of approval for the best albums, songs, and music stories throughout the year. Inclusion in this category is the highest distinction we can bestow and signals the most important music being released throughout the year. The RX is the music you need, right now.
Let’s get this out of the way up front: No, Lil Yachty is not the first rapper to release an alternative project. Obviously, within the past few years, a number of artists have made swings that way: Kid Cudi, Machine Gun Kelly, and Post Malone all spring to mind.
Notably, though, Yachty’s new album, Let’s Start Here, isn’t just a departure from his own oeuvre; it also differentiates itself from its peers like Speedin’ Bullet 2 Heaven, Tickets To My Downfall, or Twelve Carat Toothache by tapping into a different lane in the psych-rock stylings of bands like Animal Collective, MGMT, and Tame Impala.
Yachty also took care to tap members of the modern psychedelic scene as collaborators on the album, recruiting Jacob Portrait of Unknown Mortal Orchestra, Justin Raisen, known for his work with Yves Tumor and David Bowie, Patrick Wemberly from synth-pop duo Chairlift, and MGMT’s Ben Goldwasser to produce and play on it.
As Lil Boat himself put it ahead of the album’s release, “I wanted to be taken seriously as an artist, not just some SoundCloud rapper. Not some mumble rapper, not just some guy that made one hit.” While it would have been impossible to reduce him to “one hit” given he’s been directly responsible for several to date, the result of Let’s Start Here is that he’s received much praise — and criticism — for the creative risk of diverging so sharply with was thought to be his established lane.
It’s fascinating to watch the divided responses roll in. On the one hand, you’ve got those who are absolutely thrilled to see Yachty pulling from late-aughts Brooklyn barbecue staples like MGMT, evoking what’ll likely end up being the first wave of nostalgic nods to that era (right on time for the 15-year cycle, no less).
On the other hand, there are those who lived through that era who are if not perhaps a little grouchy about entering the second or third phase of internet-era nostalgia for their late teens and early twenties, then taking the same, high-handed hipster approach of being cooler than the latecomer (who was, I shouldn’t have to remind anybody, just 12 years old around the time Modest Mouse and Vampire Weekend ruled the airwaves).
There are those who undoubtedly see in Let’s Start Here echoes of the exaggerated fawning over Childish Gambino’s Funkadelic homage Awaken, My Love! Maybe they don’t want the originators, the King Gizzards and the Rain Parades, to get overshadowed by this upstart, as happens so often when imitators sometimes became the avatars of past scenes.
But then, when someone like Questlove, who’s been there for it all and is as unimpeachable as a music figure can possibly get, has such glowing things to report of the album, it’s hard to see Yachty’s creative grasp as anything less than a success for the recording industry as a whole — even if he doesn’t quite reach as far as some would have hoped.
As for myself, I land in that fourth quadrant of hoping for the best in all respects. I want this album to be the gateway for younger fans to discover the wealth of incredible art in its foundations. And I hope that it does cast Yachty in a new light, capable of besting the wobbly “Minnesota” and its spiritual successor “Poland.”
And I’m a little sad that a hip-hop artist still can’t really get his or her due operating primarily in that mode. Yachty sort of raps on a handful of tracks, like “I’ve Officially Lost Vision” and “The Alchemist.” But 50 years later, it still feels like hip-hop is an afterthought, a second cousin, a red-headed stepchild to every other genre, save for rare exceptions like the hyper-heady Kendrick Lamar or the genre shapeshifter Drake.
But I’m impressed that we’re in a place where an artist who was written off as a gimmick early in his career can rediscover himself like this. I love that the once solid walls between genres are now so fluid and hazy. The musical freedom this album exemplifies — not just for Yachty but for all artists — is heartening, especially in a world where algorithmically-generated music looms as an existential threat to the very nature of artistry.
It’s ironic that the cover of Yachty’s latest is an AI-generated monstrosity. It seems to mock the idea that the computers can do what flesh-and-blood artists can. They can take in influences from multiple sources and blend them together and spit out something approximating art. But they can’t take risks, they can’t change their minds, they can’t have the idea, and they can’t execute it in the one unique way that Yachty can. In only in proving that and nothing else, Let’s Start Here is a triumph.
Let’s Start Here is out now via Quality Control and Motown. You can get it here.
Drake has nothing but praise for Lil Yachty’s experimental album.
On Friday, Lil Yachty unveiled his latest body of work, Let’s Start Here. Though it warranted different reactions, it’s arguably one of Yachty’s best projects to date.
Drizzy, who attended Yachty’s album release party in New Jersey, shared his review of the album. The Her Loss rapper took to Instagram where he labeled the album a “masterpiece” at 11/10.
Whether or not you agree with Drake, Yachty’s undoubtedly showcased his range with Let’s Start Here. In fact, Drake isn’t the only reputable artist who publicly expressed their approval for Yachty’s new album. Questlove shared a lengthy review on Instagram on Monday where he praised Let’s Start Here.
“How should I put it? I really really really really love this @lilyachty record and I love when artists pull off a good departure record,” he wrote. “This aptly titled #LetsStartHere lp might be the most surprising transition of any music career I’ve witnessed in a min, especially under the umbrella of hip hop.”
During his listening party, Yachty detailed the factors that contributed to his decision to think outside of hip-hop on his next studio album.
“I think I created this just because I really wanted to be taken serious as an artist. Not just some Soundcloud rapper, not just some mumble rapper, not some guy that made one hit. You know, I wanted to be taken serious because music is like everything to me. I respect all walks of music. Not just rap and hip-hop but everything,” Lil Yachty said. “If we gon’ be honest, there’s just a lot of n***as started copying the swag. And I felt like, cool, well, if everyone can do this then that’s fine but I’m going to show you what y’all can’t do.”
Following his appearance on Her Loss and the release of “Poland,” there’s been high expectations of Lil Yachty. Though many expected him to continue creating hip-hop music, few predicted that he would leap into another genre completely.
Neither proved to be true and Yachty ultimately came out with a psychedelic rock album. On Friday, he blessed fans with Let’s Start Here, which was undoubtedly a left-turn for his fans. Some felt as though he turned his back on rap. However, a few accomplished musicians in the field had kind words for Yachty’s latest release.
Questlove hit Instagram where he expressed his utter appreciation for Yachty’s next project. In fact, he credited the album as instilling a sense of optimism surrounding the future of music. He stated that he didn’t want to jump out with any opinions too early. He said it would “the trolls ammo to hate it” or downplay the power of Quest’s co-sign.
“After about 3 listens (and I thought I’d NEVER say this—-& not because “I didn’t expect this from Lil Yachty”——but just in general I didn’t expect this from MUSIC)… I really really really really love this @lilyachty record and I love when artists pull off a good departure record.”
From there, he looked back at some famous departure albums (i.e. The Beatles Sgt. Pepper’s Lonely Hearts Club Band and Radiohead’s Kid A). Then, he declared Let’s Start Here as “the most surprising transition of any music career I’ve witnessed in a min, especially under the umbrella of hip hop.”
He added, “Shit like this (envelope pushing) got me hyped about music’s future.”
Lil Yachty has received a big cosign from Questlove for his new album Let’s Start Here. Hitting Instagram, Questlove shared the album’s cover art as the lead image of his praise for the young star.
“I had to let 24 hours go by just so I could process this,” Questlove wrote. “Then I hesitated cause I didn’t wanna use hyperbole to naturally give the trolls ammo to hate it or to further evidence sort why my co-signs are whack.”
He then added, “How should I put it? I really really really really love this @lilyachty record and I love when artists pull off a good departure record (departure albums are when musicians pull a COMPLETE creative left turn —-most times as a career sabotage of feeling doomed to not be able to live up to a standard they set. Not being able to make the Thelma & Louise jump. Quitting the job/relationship before you give em a chance to fire you—)”
You can read Questlove’s full thoughts on the release below.
Lil Yachty’s new album, Let’s Start Here, continues to further the star’s reputation as an innovative savant. The new album is 15 tracks in length, delivering a new experience for fans.
Let’s Start Here was crafted in areas ranging from El Paso to Brooklyn, with Lil Yachty immersing himself in day and night sessions. The result is a Psychedelic Alternative album executive produced by SADPONY. The album is influenced by Pink Floyd’s classic Dark Side of the Moon and experiential psychedelic journeys.
Ahead of the album, Yachty released a skit titled “Department of Mental Tranquility.” In the skit, Yachty strolled a hallway entering what would be the first step into the rest of his life. Playing multiple roles, Yachty was introduced to his upcoming float experience in a sweltering room until it overcomes his body, and he is directed to room 10. What you hear is the result of that trip, double entendre, don’t even ask me how.
You can see the skit and hear the full album below.
Lil Yachty‘s new album, Let’s Start Here has everyone talking. From its psychedelic sound to its trippy visuals, it’s safe to say this record is a complete left turn from the Atlanta rapper’s signature trap sound.
Let’s Start Here has garnered much praise from fans and fellow musicians, lauding Yachty for pushing the envelope musically. One of the artists who can’t stop listening to the album is Questlove, who gave props to Yachty for successfully pulling off a new sound.
“I really really really really love this @lilyachty record,” said Quest in an Instagram post, “and I love when artists pull off a good departure record (departure albums are when musicians pull a COMPLETE creative left turn —-most times as a career sabotage of feeling doomed to not be able to live up to a standard they set.”
Elsewhere in the post, Quest said the album has left him feeling “hyped about music’s future”
You can check out Quest’s full post below.
“I had to let 24 hours go by just so I could process this. Then I hesitated cause I didn’t wanna use hyperbole to naturally give the trolls ammo to hate it or to further evidence sort why my co-signs are whack.
I dunno man: after about 3 listens (and I thought I’d NEVER say this—-& not because “I didn’t expect this from Lil Yachty”——but just in general I didn’t expect this from MUSIC)
How should I put it? I really really really really love this @lilyachty record and I love when artists pull off a good departure record (departure albums are when musicians pull a COMPLETE creative left turn —-most times as a career sabotage of feeling doomed to not be able to live up to a standard they set. Not being able to make the Thelma & Louise jump. Quitting the job/relationship before you give em a chance to fire you—)—-some famous departure albums backfired (Sgt Peppers wound up making the Beatles even MORE important further proving you can’t just do tin pan alley showtunes & think THAT is gonna get rid of the screaming fanbase….now the entire world wants a piece of you) Some were pure art that turned off the fanbase that came to the party for seconds of what you served before (Paul’s Boutique/Around The World In A Day) some seemed like career disasters w critics (Dylan’s Self Portrait & Davis’s On The Corner & Gaye’s Here My Dear) & then some come just for the sheer sake of surprise & man it’s like “WTF did I just listen to?” (Kid A/Kamaal The Abstract/Back To Black/A Seat At The Table)——-this aptly titled #LetsStartHere lp might be the most surprising transition of any music career I’ve witnessed in a min, especially under the umbrella of hip hop. I remember @divinestyler_1 has a sophomore release that shocked me & im still processing the 3rd @junglebrothers4life lp some 30 yrs later. But man….whatever you put in your Wheaties bro….keep goin.
Sh*t like this (envelope pushing) got me hyped about music’s future.”
Let’s Start Here is out now via Motown and Quality Control. You can stream it here.