DIAMONDS IN THE ROUGH

Let’s dig into the little miracle called What A Time to Be Alive from Drake and Future. That these two titans were able to actually navigate their respective label systems and see this to fruition to deliver 11 fiyah songs for the fans should be commended—most of the time it doesn’t happen. Dream team collabos are often talked about like fantasy football teams and never actually achieved (shouts to Kendrick and J. Cole).

Of course, the project is already facing some haters— folks who have missed the point completely and contend that it sounds like a “Future mixtape featuring Drake.” Except this is all by design—as OVO has mastered the blueprint of viral setup and real-world execution. So have Freebandz Gang for that matter. Both crews are operating in a matrix the traditional music business still struggles with. These two could not be more opposite in style, but that’s the beauty of what they created together.

The Atlanta producer responsible for crafting the iconic trap sound Future became famous for is Metro Boomin, who executive produced WATTBA and two breakout bangers, “Big Rings” and “Jumpman.” By heading to ATL and teaming up with them Drake not only cemented a level of street cred he had valiantly reinvigorated by murking Meek Mill, but gave us even more reasons to love him by demonstrating new versatility over unfamiliar musical terrain. This could have been awkward but instead is just dope.

Meanwhile Future and Boomin benefit from association—introduced to a vast new audience, pop music fans currently buying “Hotline Bling." The timing couldn’t be more insanely great for all involved.

Because, everyone knows what’s on the way: the long-awaited Views From the 6.

In case you spaced, Drizzy seeded a little reminder as the last song on WATTBA— the only track produced by consigliere Noah “40” Shebib and the only Drake solo joint on the mixtape—the crazy “30 for 30 freestyle.” A potent preview of what’s to come.

Never thought I'd be talking from this perspective
But I'm not really sure what else you expected

Drake knows with the release of Views, he’ll become the biggest pop star on the planet. That’s exactly why he grimed out with Future here first. It will be a much tougher task once he's lit those mainstream bonfires worldwide. Main protégé The Weeknd just made a similar transition himself with back-to-back #1 pop singles after years of underground cult status and Tesfaye is OVOXO crew.

The 6-God has been ready. Are we?