“Down in the DM” had all the makings of a viral smash from a one-hit wonder: a catchy chorus, a topic that references technology that will likely lose relevance within a year or two, and a simple, danceable beat. But Yo Gotti has put in work before this, and he’ll continue to do so afterward. The Memphis rap stalwart boasts a 15-year career with 19 mixtapes and five retail albums. The Art of Hustle fails to make a strong mark in Yo Gotti’s extensive catalog, but there are highlights that show his skill that has helped him stick around for more than a decade.
The Art of Hustle succeeds when Yo Gotti lets his guard down and conveys his emotions authentically, whether they’re brash or vulnerable. “Momma” tenderly appreciates his mother’s sacrifices and recounts family road trips to Kentucky, and the somber strings on “My City” set the tone for Gotti and K. Michelle to pleading for a stop of the violence in his hometown. “Every second of my life I got a gun, and I hate that. But this Memphis, you get caught, you’re gon’ regret that,” he laments. The knocking “Imagine Dat” dismisses award show validation to pay allegiance to the streets he loves, and “Law (feat. E-40)” is club-ready with its bass-heavy backdrop and way-of-life rhymes that assert his street principles. On the album’s title track, Gotti effortlessly floats over blaxploitation horns and slinky basslines, asserting his work ethic while fretting concerns in the streets and music boardrooms. Yo Gotti knows his way around a record, and on Hustle highlights, it shows: he can maintain a story or concept, ride a beat, and change the tone of his voice according to what the song needs.
But even though Yo Gotti has the hustle down, the art is slacking. Many of the songs here lazily grasp for the charts without the creativity or charisma that makes hit songs stick around. The songs with star guests mostly disappoint: the Lil Wayne-featured “Bible” and the Future-assisted “General” both falter with bland, lifeless trap beats and formulaic hooks. The Timbaland-produced “Smile” fares slightly better with bass that will give the sound system a workout, but the beat lacks energy otherwise, and Gotti sleepwalks through his verses. “Down in the DM” and its remix with Nicki Minaj are two of the few chart attempts that actually work.
Aside from its individual weaknesses, as a whole, The Art of Hustle doesn’t feel very intentional; it’s a collection of songs more than a body of work. Yo Gotti fans have a few heaters to add to their playlists, but they’ll have to wait till next time for a full project that’s worthwhile. And given Yo Gotti’s prolific grind, he’ll likely be back sooner than later.
LoVe it
This album is for the streets close to a classic to me I don’t know what DX was listing to
Classic huh?
Kind of find it funny you call it a classic. So you mean people will be playing this 5 years from now or even a year from now? Yo Gotti will use the same verses in his next album or on CM9, 10, or 22. I like Gotti but he isn’t making classics. It’s trendy trap music.
Maybe it is a classic to him. It could be a soundtrack to his life which is something you will never know shit about. The feel reminds me of when TM101 came out which wasn’t a classic to most people but to me it was a classic because I could relate to every track and everything he was saying and maybe my dude feels the same way. I don’t consider it a classic but Im older now so down in the DM and shit like that hurts the album in my opinion but his street rhymes are on point and this is some stuff I can pop in and motivate me through the whole day. By the way the “law” with e-40 is going to be my street banger until the summer. SMH at some of these clowns that think the south is young thug and queers like that when gotti, jeezy, ti etc are the only ones left (not gonna lie and say TIP has fallen off but watch his next album gin be fire. Not to mention he’s the true definition of s gangsta taking care of his family and kids while still keeping his real for his fan base). Sorry I know I gotta little off topic there. “Known for rockin microphones and twistin off a’40 top”
Shit was dope he did it for the city review young dolph album next
It’s only 1 king of Memphis & that’s my day 1 to the bottom fall off in that’s Yo Gotti ,,,I can’t get wit that young golf or Dolphins nigga he bittimg your style yo Gotti
Shit ain’t no classic but it’s definitely better than a 3.4/5.
I damn near grew up off yogotti all the way from the self album. All I got to say is I paid $13 for the album and I only enjoyed 2 tracks I need at least $10 back
Come on now Now you know way better then 2/5 you can say 4/5 I just hate that lik guy name Wayne …like he sure knows how to fuck up a track like he could have put thugga on there he would a had did better
This album is straight fire and is a classic I have listened to it all day everyday since it came out 5/5 ????????????????????
this album is far from classic…its a good effort…but not in the classic class at all….not even close.
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