The build up to Yo Gotti’s latest album has been well documented and consistent, with the Memphis rapper having been all over the Internet and Hip Hop blogosphere in the last few months. He’s released successful singles featuring Southern powerhouses like T.I. and Jeezy, recently doling out vlogs of his “I Am” tour via WorldStar, and doing a ton of mainstream radio interviews after having recently inked a new deal with Epic Records.
With a nearly 15-year career in the independent music game to his name, Gotti is one of the preeminent Rap artists (or in his own words, “a street nigga who does music”) who have taken the hood hustler’s approach to making, selling and distributing music—as evidenced from his online bio, where Gotti is described as an artist that has gained respect for “speaking the truth on his records and being relentless with serving his product.” And since his early, independent releases, Yo Gotti has been a street artist perfectly molded for the 21st century Rap industry, focusing primarily on building his brand, creating a diehard movement of fans, packing out clubs throughout the South for live performances, and moving as much product as possible, whenever possible. That plan has worked nearly to perfection with slim to nil mainstream industry support, netting Gotti the very deal with Epic that he needs to increase his Dope Boy reach.
But, as with many of his contemporaries (and as I Am displays throughout its duration) the laser focus on constantly moving product makes his music suffer. While the title track is a cohesively stirring and tenacious intro to the project, it only serves to keep up appearances. “I Know” contains production directly inspired by Club Nouveau’s old school R&B classic “Why You Treat Me So Bad,” but contains a lazy hook by guest star Rich Homie Quan. This ultimately makes the tune listenable yet draggingly boring. And while “Pride to the Side” has a production quality that’s utterly dense, hazy and mournfully honest, Gotti strains to present himself as vulnerable and introspective. Anecdotes about infidelity and a friend who went from helping him move work to battling his own drug addiction only allow Gotti limited wiggle room to look inward at a few failed relationships. It’s an admirable attempt at a cautionary tale, but in the end, it’s not quite executed properly.
Much like his past music, Yo Gotti uses I Am to hone in almost solely on his trapper-to-rapper backstory, intentionally refusing to stray from the elements that have given him a people’s champ status in the streets. Nowhere is this demonstrated better than on “ION Want It,” where Gotti’s production once again fits firmly into a trap-bounce, call-and-response, repeat-immediately-upon-hearing aesthetic. It’s cool to ride out to, but also overly simplistic and achingly unimaginative. “Don’t Come Around,” featuring singer Kendall Morgan, actually contains stellar production, but suffers from repetitive subject matter—even though it’s probably one of the more well-crafted and ambitious songs on the album.
The main area on I Am where Yo Gotti seems to make an attempt at stepping outside of his hustler comfort zone is on “Respect That You Earn,” a tune where he unequivocally makes a point to let the females know they’ll need respect for self before they can have a chance at him. Featuring the talents of grown-and-sexy Hip Hop hook go-to-guy Ne-Yo and Maybach Music’s Wale, it’s musically opulent, plush and multi-layered. The track is complimented well by Ne-Yo’s falsetto and Wale’s spoken word, New Black Soul flow. Though maddeningly hypocritical and ironic, it’s also one of the more standout moments from Gotti’s latest venture.
He even finds redemption for his miscues on “Pride to the Side” with the exceedingly more impassioned “Cold Blood” with J. Cole. Gotti’s signature Tennessee rasp overlaying deeply felt strings and a foundation-shifting bass line coupled with painfully emotive stanzas by both emcees and Canei Finch’s abject, distraught hopelessness in the hook, make this debatably I Am’s most grim but finest moment. Instead of generic, “struggle Rap” platitudes, Yo Gotti taps in to the type of palpable pain that made him with the following:
“Lights off no candles, roaches all around the kitchen / Nigga hungry, mom embarrassed so she don’t want us to mention it / Grandma wanna help but mama ego kickin’ in / She a hustler, she don’t want no help raising her kids…”
Throughout I Am, Yo Gotti does a superb job of making certain that he connects directly with his core audience by investing most of his time in rattling off story after story and song after song of “reality Rap” and seemingly autobiographical trap music. The problem is that most times, while catchy and head-nod worthy for the moment (“Sorry”, “I Know”, “LeBron James”), and even with the exception of a few momentous tunes (“King Sh*t,” “Cold Blood,” and “Act Right”), the entire project falls short of being compelling or memorable for those not already familiar with Gotti’s work.
At the end of the day, I Am’s overall passable production and flashes of potency and strength keep it afloat for a time. And Gotti deserves commendation for his talent at bringing an explicit rawness, reality and affection to his autobiographical bars. But even those considerations aren’t enough to make this album worth more than a few listens, sadly relying on a continuous set of monotonous hooks and overly used trap beats that saturate a strong majority of current popular Rap music.
Finally, HipHopDx is showing some balls on these reviews instead of bigging them up & trying to be fair. The album was repetitve from start to finish. 2.5/5
This had a couple good tracks but alot of them were not memorable. Yo Gotti has improved though still in my opinion 3.5/5
Funny the two songs you decided to rip “I Know” and “Pride to the Side” are two of my favorites off the album and I’m far from a Gotti fan or even familiar with his catalog.
I’ve been a occasional yo gotti fan for a few years he puts out some dope mixtapes but his albums are always garbage. his last one was terrible, my sister bought it for me but i ended up throwing it away. downloaded this one and 2 hours later put it in the recycle bin.
watch next week he will be beefing with the label and saying its their thought the album flopped and got bad reviews.
Man this album go hard as fuck and has some great songs on it. My opinion, this is a major improvement from his last album ( Live From The Kitchen ). Yo Gotti has proven that he can tackle any beat slow or fast. I give #IAm a 4/5
No, I disagree with you, bruh. Yo Gabba Gabba’s albums are always straight up trash. He had a few good hits here an there, but that’s about it. And Live From The Kitchen was decent, especially for another average Flavor of The Month rapper. Other than that I Am doesn’t really stand out; it just sounds like every other Yo Gabba Gabba album in his catalogue.
until I saw the paycheck saying $8797, I accept …that…my sister was like they say realy bringing in money parttime from there computar.. there neighbor has been doing this 4 less than twenty one months and resently cleard the dept on there house and purchased a gorgeous Cadillac. Visit Website… http://www.Fb39.com
not by pretenious self-posturing and relentless running of the mouth camparing himself to others who actually made an impact with their accomplishments.
Dude’s gotten progressively worse as he gets more money.
Crap. Garbage. trash.
Yo, Gotti…..put down the mic and disappear.
please.
king shit
THAT BASS
Yo Gotti
I am WACK
Gotti Riding Live From MIA
All Music’s review was better, you obviously do not know how to critique southern music. It’s hard for “trap rappers” to cross over and Yo Gotti did a wonderful job on ‘I Am’ with displaying music for his core audience, while providing true lyricism on songs such as ‘Dont Come Around’ ‘Pride to the Side’ and my favorite ‘Cold Blood’. Solid 4/5
Are you serious? 2.5 stars? That album is solid, do you even listen to rap? I guess everybody mad at the south because of what Trinidad James is saying. Get lost that album is at least 4 stars
Kill yourself.
You know this reviewer obviously wasn’t gonna like this in the first place. Just because this isn’t Eminem, Drake or Jay-Z, and also not a boring backpack rapper that no one (besides DX apparently) gives a fuck about, it was pretty much doomed to have a shitty review from the start.
Oh please. This shit is trash. Gotti has always been garbage. End of story.
God DAMN! You cannot please any of these butt hurt fans, can you? Of course I would get an impassioned plea from some bitch ass simp. Yo Gotti is fucking terrible, no different from all these other mush mouthed, flavor of the month trap rappers. HE SUCKS, THE ALBUM SUCKS. WHAT PART OF THAT DO YOU NOT GET? I GAVE IT A TWO/FIVE BECAUSE IT’S THE SAME TRITE FORMULA FROM START TO FINISHED BACKED BY THROAWAY TRAP BEATS!
Loves it!!!!
Cold blood, Die a real n****, King s***
Gotti’s best album 5/5
Yo gotti the shhiiiiitttttt. Loved it
great
This album was made off the heart of yo gotti he did it for his real fans he did it how he wanted too not to kiss ass not make industry bullshit …. Pple that dont listen to gotti and domt relate of course going to give it bad reviews as for others who feel his pain and live this shit going to understand i bought two copies and i never ever buy albums but i went out to support the homie yo gotti i hope he goes platinum he needs thia big break…..instead of ya seein him win ya rather see him lose smh……yo gotti one of the realest walking! #iam
LOLOLOLOLOLOL!!!!!!!!!
this shit was crazyyyyy! so good
Foolish people who for some reason are expecting this to be a lyrical piece of work (e.i. Kendrick, Nas, Eminem) are gonna be disappointed, anybody with common sense knows that’s not what Yo Gotti brings to the table to begin with. I gotta give Gotti props because he’s a straight up Southern Trap Rapper that’s trying to make multi-regional music and build a larger fan base.
He seems to make his mixtapes for his southern fan base, but he knows if he’s gonna actually sale some records he had to make music that people on the West Coast and East Coast can enjoy too. Good job.
I give it 4/5.
You hired! Listen to Jay D. Get some diversity in your damn headphones. I get enough hip hop up here in Seattle. We need some more folks like Yo, G. You know, rappers, entertainers, etc…
The fact that the review doesnt realize “I Know” its sampled from one of the most used samples in the history of hiphop says all you need to know. Try to listen to something more than 2 years old Newb.
This album is good as a mutherfucker!!!!
This is a horrible review I love every song and this is by far Gotti’s best work to date I give it 5/5 stars
Real shit homie! I been listening to gotti since he came out and this is by far his best work. You can listen to every song on here. Who write these reviews? F U!!!! Yogottivoice
Nigga I write these reviews. I didn’t particularly like the album, okay. In short, this shit is an absolute weed plate.
I don’t like this album review. I feel like the author is a hater. I’m not a real Yo Gotti fan but this album is quality. If you listen to an album as if you never heard of him maybe you would have an more objective opinion. He typecasted from the beginning. Gotti did his thing with this album. One of the best albums this year.
you need to listen to more hip hop man
I’d rather listen to the sound of a turd plopping in a toilet being looped together than Yo Gabba Gabba.
this yo gotti cd “I Am” is not that good.this shit ain’t shit.This nigga suppose to go way harder than this over copy cat same ass shit that ain’t even that good.this album is trash.
And O by the way Yo gotti rapping like this he gone be played out soon…Free my nigga Gucci Mane!!!1017#Burrrr-D.j montana
Fuck you and Gucci.
Gotti got the streets on lock album is fire!
Yo gotti did his thing on this album!!
The album was hot trash.
Good shit Gotti! I AM
Love it!!!
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Good music
Real nigga music
typical nigga music lol
Fire
can I be own one your songs
I honestly think this is the best album ever made by Yo Gotti
best album all year so far
Dumb review. Good beats, consistent themes and the album flows very well. It’s like the reviewer wasn’t expecting to hear a trap album, because for trap this is excellent work. Not every rapper has to be Kendrick Lamar with lyrics, some of them just want to make music.
turned up B…………..GOTTI AND NEW JEEZY HE BACK FOR REAL ——TRAP IN MY HEAD………….CMG, YOUNG MONEY, AND ITS THE WORLD
WE RUN THIS SHTITTTT
turned up B…………..GOTTI AND NEW JEEZY HE BACK FOR REAL ——TRAP IN MY HEAD………….CMG, YOUNG MONEY, AND ITS THE WORLD
WE RUN THIS SH
This is a street album gotti been building a buzz for a good while and you can see why with this album go out and support!
A Classic Album by Yo Gotti, best from the SOUTH this year. 5 STAR!!!!!!!!!!!!!!!!!!!!!!!!!
Ronald Grant lost credibility with this review. I was talking to my brother in Chicago the other day and he asked me if I heard Gotti’s album. I said, “I was going to ask you the same thing.” He said, “that shit hasn’t came out of my CD player in two weeks.”
I haven’t talked to one person that said this album wasn’t hot. This dude must only want to hear Digable Planets or Pharoah Monche.
idk what this dude Grant talking about this album was clearly Superb!!! thats it. Gotti got my support.
5 stars!! Period!!!
Who fuck is this dude writing? He really don’t knw what he talking bout
FIREEE.
this review really is some hating ass shit. this really is one of the best efforts from a mixtape rapper in years. CM6 was good too
This album is heat!! Who reviews these shits!
It’s was actually one of the best rap albums that dropped this year.
i notice you guys rate all south music poorly. If it doesn’t have a premo sample or if its not TI you give it 2 or 3 stars. you guys need somebody from the south to rate southern hiphop. Yall real hip-hop ninjas make me sick.
Yall May Not like How the south pertrays their image but reality sells! Nobody wants to listen that music thats fabricated and watered down!! Music strives on reality and production and Yo Gotti Sell out shows!! So What Is That Showing??? REAL NI**A MUSIC REAL RECOGNIZES REAL!!! SALUTE 2 YO GOTTI & THE WHOLE I&E TEAM!! CMG 4 LIFE!!
Surprisingly great classic albums
Best body of Work so far. CMG da movement
nah man i think what hes saying is that Gotti got real potential as an artist but he doesnt totally realize cuz of staying too close to his comfort zone
This album is great…. Not the same trap as other Yo Gotti goes hard.
This album was hot the it came out and still is that fire. I am is my shit!!!