When Joey Badass appeared in 2012 with the nostalgic 1999, his throwback ethos and dedication to a bygone era intrigued, but didn’t really impress, the hip-hop establishment. Normally, I loathe comparing projects, but it’s necessary to make this point; namely, that Joey Badass could rap, but wasn’t really doing anything that hadn’t been done before. As someone who was around Joey’s age when the projects he aped actually released — projects like Mos Def & Talib Kweli Are…Black Star, Operation Doomsday, and the Rawkus Records compilations for the Lyricist Lounge — the effect was a akin to unexpectedly coming across a high school yearbook or a beloved childhood toy in a box in the attic during spring cleaning. It was a fun little surprise, a reminder of a time before bills, before kids, before taxes, before caring about the news and politics and civic responsibility… before real life. However, that real life stuff tends to be a lot more immediate, and that nostalgia doesn’t really impact anything that’s happening now.
Take a long enough look at practically any rap video or post for a neon-braided, prolifically tattooed “millennial-something” rapper on Youtube, and you’re certain to find a good amount of comments about how the music has fallen off and “no one cares about bars anymore these days”. (Fun drinking game, take a shot every time you see the phrase “this generation….” Tell the emergency room I sent you.) And, to a certain degree, there is some merit to their complaints — hip-hop has changed. But let’s be real, everybody wasn’t rapping like Rakim in the nineties, and “this generation’s” rappers should be more interested in moving the art forward than endlessly mimicking its past. Any genre that fails to evolve will eventually die when its audience gets bored with the same old same and moves on — just look at what happened to disco.
When it dropped, 1999 was a debut that had all the Real Hip-Hop Heads™ waxing vindicated about Real Hip-Hop™ coming back — for about a week. It had all the features of a mid-90’s genre classic: jazzy samples, head-nodding break beats, and a flow that wouldn’t have been out of place over a 1995 Diamond D production. Joey rapped almost exactly like a D.I.T.C. alum, over a J-Dilla beat no less! Old-school Rap Fan Twitter went bananas, but mentions of the new kid out of Brooklyn with the throwback flow petered out to zero as listeners’ attention returned to bigger name releases from the likes of Rick Ross, Kendrick Lamar, and Nas — incidentally the one MC Joey had drawn the most comparisons to. Meanwhile, Joey continued to serve up nostalgia for a time he and his peer group weren’t even old enough to remember (call it “Little Brother Complex”), causing the promising young rapper’s voice to stagnate on follow-ups Rejex, Summer Knights, and B4.DA.$$.