Rich the Kid is a 31 year old rapper & songwriter from College Park, Georgia notable for being the founder of Rich Forever Music. Following the debut mixtape Been About the Benjamins, he would catch the attention of the local Quality Control Music & signed a distribution deal with them for his next 6 tapes. The World is Yours along with it’s sequel distributed by Interscope Records were both mediocre in their own rights & the Republic Records-backed Boss Man was his worst album yet. His opening verse on the hit single “Carnival” ended up being more enjoyable than I thought it would & now that Rich Forever Music signed a new distribution deal with gamma., Rich is finally releasing his 4th album independently executively produced by ¥$.

The intro starts off hopping over a trap instrumental with the sound of a clock ticking refusing to pause whereas “Gimme a Second” featuring Peso Pluma & produced by DJ Durel links the pair together so they can flex. “Not in the Mood” featuring Offset takes a bouncier route instrumentally dissing everyone out of the loop leading into “New Chanel” going off-the-cuff for about a minute & a half explaining that he’s a big dog that can never be belittled.

“Upside Down” featuring French Montana darkly finds the 2 looking to flip the club off it’s axis while the hyphy joint “Back Then” talking about never feeling like he’s actually make it out & them thinking he was cappin’ in the early days until all the success came. “Louie Coat” featuring Chief Keef kinda has this uncanny atmosphere that Murda Beatz provides showing off their new coats from Louis Vuitton, but then the d.a. got that dope piano-driven “Band Man” continues to boast his wealth.

BIA joins Rich for the exuberant trap cut “Like Yoga” to talk about making a scene like Doja Cat out here just before the cloudy “Hold On” asks how one would doubt him with all the plaques that he has on the wall giving them racks to riches. “Tell Me” featuring Young Adz continues to emphasize on atmosphere asking who else got the hood trappin’ than them while the “Gimme a Second” remix has a simpler beat from Ye or the Nazi formerly known as Kanye West, The Legendary Traxster & Digital Nas in addition to a new ¥$ verse.

“Keep It Exclusive” featuring Quavo woozily tells the listeners not to sleep on the gang while the synth-heavy “Sometimes” admits that he has moments where he would rather want to be himself instead of a rapper. “No Mileage” somberly talks about being unable to trust anyone while “Plain Jane” featuring Ye comes straight from the DONDA 2 sessions boasting their wealth once more. “Rocking & Rolling” ends the album hopping over another cloudy instrumental that Supah Mario cooked up saying he can’t be stopped.

Other than “New Freezer” or “Carnival”, I’ve never really been a fan of Rich the Kid myself since all 3 of his previous albums (more specifically Boss Man) have proven how much of a nonessential character & Life’s a Gamble makes a slight cut above everything he’s done as his best full-length yet albeit not by much. Some of the features punch under their weight, the production’s just ok & Rich himself as performer doesn’t excite me as he did on 2 of the biggest singles of his career.

Score: 1.5/5

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