G.O.O.D. Music COO Steven Victor: Desiigner Is A Rapper's Rapper
It is hard to deny Desiigner is one of the breakout rap rookies for 2016.
The Brooklynite’s “Panda” spent two weeks at #1 on the Billboard Hot 100 chart, making the then 18-year-old rhymer the youngest male artist to top the tally since 2007.
While the smash hit has been certified 3x platinum and earned a Best Rap Performance Grammy nomination, one of the criticisms of the record revolves around the difficulty understanding what Desiigner is saying on the song.
He even had to recite the lyrics in a Genius video.
Despite being labeled part of the “Mumble Rap” sub-genre, an executive at Desiigner’s label claims “Panda” is actually an example of the young performer’s lyrical skills.
G.O.O.D. Music COO Steven Victor told Billboard:
I don’t think that “Panda” filled a void — it just cut through. If you listen to the lyrics, he’s a rapper’s rapper. It’s so unique because it’s really difficult for a rapper to fill in bars like that. Usually they just say nonsense and it sounds good. When you’re listening to it, you’re like, “Yo, he’s jumping from subject to subject,” but he’s really not. It just grabs your attention.
I get possessed. I know I’m saying words; it’s just like you’re tapped into my world. That’s my job as an artist: to show you and make you understand.
In June, G.O.O.D. Music President Pusha T discussed Desiigner and his chart-topping single.
“His energy has been a spark for all of us, I feel. The ‘Panda’ record is what it is, and there’s so much more to come,” said Pusha.