![]() ![]() ![]() While the Rich the Kid we meet on The World Is Yours clearly considers himself a big-leaguer, the album is short on the deftness and polish that was promised on “New Freezer.” He ably deploys the standard stop-and-go triplet flow across its 14 tracks, but does so without ever shifting from a self-limiting rap model, leaning heavily on concussive, bass-heavy beats and lyrical contributions from a bounty of veteran and trend-setting artists. Rich the Kid, a demonstrable talent with his own imprint (Rich Forever) rode into the mainstream on a wave of critical enthusiasm and industry interest atop “New Freezer.” That it includes the holy grail of features from Kendrick Lamar suggested that, yeah, Rich’s made it, but the album that came with the explosive single rarely shifts out of a default rap scheme. ![]() The current generation of rappers, particularly those coming out of the trap music bull market that’s housed in Atlanta, typically arrive onto the scene atop viral hits. ![]()
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