Consumer Guide Album
Joey Purp: iiiDrops [self-released, 2016]
From Chicago and topped on this overdue mixtape only by the inevitable cameo from the unbeatable Chance the Rapper, Purp achieves the tricky street-versus-conscious balancing act bobbled by J. Cole and Vince Staples alike. Raw sequence indicates what we'd figure--that this is an ex-dealer if that. Basically he just rhymes as a striver from a place where avenues of advancement are few, dropping a mean verse about a nine-to-five he had once along the way. He craves brands and chases pussy; he worries about his daughter and his grandma and his brother dying in prison; he disses hood fatalism and black-on-black crime; he keeps growing without making a big deal of it. So why shouldn't my favorite jam-as-jam here have "her on the camera going down in the photobooth"? He almost makes it seem like fun.