Post Malone: From rap star to pop star

REVIEW

About the new album “Austin”

2023.09.26

Credit

Article. Kang Ilkwon (Music Critic)

Photo Credit. Apple Music

XXL Magazine’s annual Freshman Class has become one of the most highly anticipated events in the rap game. For those who don’t know, the list includes 10 up-and-coming rappers. Once selected, the rappers are heavily featured in online and offline media, including cover stories, individual interviews, and Cypher. The list creates significant buzz and influence, opening a window opportunity for artists and labels alike. XXL Freshman Class is likened to a sneak peek at the next hip-hop superstar.

Let’s rewind to 2016. The XXL Freshman Class faced much criticism with the most promising contender missing: Post Malone. The emerging rapper had had a remarkable year following the undeniable hit of his 2015 single “White Iverson,” inking a deal with Republic Records. No surprise that some wondered, “Where is Post Malone?” XXL's editor-in-chief Vanessa Satten stepped in to address the rapper’s omission and the reason was quite clear-cut:

“We were told by his camp that he wasn’t paying attention to Hip Hop so much, he was going in more of a Rock, Pop, Country direction…that [the omission]’s a message that you don’t really wanna be in the Hip Hop world so we’re just gonna let it go.” – “The Breakfast Club” interview

In the wake of Satten’s comments, articles claiming that “Post Malone is abandoning hip-hop” began circulating. The slings and arrows were soon directed at the young rapper, to which he responded within less than a day. He explained that he simply didn’t want to do the cover shoot because he was tired and didn’t want to endure a six-hour flight to New York. He also shared his long-held artistic viewpoints:

“My love of music shouldn’t ever be questioned. I shouldn’t be chastised for expressing myself in whichever way I see fit. That being said, I never have once said that, ‘I’m not going to make hip hop anymore…’ I want to continue making hip hop. I want to continue writing songs on my guitar…I am in this for the pure purpose of creating what I want, because it’s who I am.” – Post Malone’s Instagram post

Ironically, the wordy warfare waged seven years ago now represents Post Malone’s world of music, as it’s a very clear indication of his direction as an artist and his perspective on music. While he never explicitly stated that he had abandoned hip-hop, it is true that he has distanced himself from the genre, just as XXL was told in 2016. Instead, Malone has realized his ambitious goal of being a multi-genre musician. His music now resides within the boundaries of pop and rock.

This change is evidenced by his new album Austin. Lyrics are sung, rather than rapped, and the music is guitar-driven instead of trap beat-driven. The majority of the tracks are accompanied by catchy pop hooks. Furthermore, Malone played the guitar on all of the tracks and took on drums, piano, and bass guitar on some. His desire to continue writing songs on guitar came to fruition. Of course, singing and melody have always been key elements in his music. His rap style has also leaned more towards rap-singing rather than traditional rapping. His 2022 album, Twelve Carat Toothache, was more pop and R&B-driven than ever. But this time, a complete transformation has taken place.

Vocally, the rapping has been replaced by singing and the songs are rich with the influence of 1980s pop including synth-pop and 1990s alternative rock. For the first time in his career, he has excluded all guest features, eliminating any possible trace of rap or hip-hop from collaborations. Check out songs like “Chemical,” “Speedometer,” “Overdrive,” and “Laugh It Off.” The tattooed rapper who once famously spat, “Fuckin’ with me, call me up on an Uzi - ‘Rockstar’” is nowhere to be found.

In other words, Austin marks a turning point in Malone’s musical life when it was slowly transitioning from hip-hop to pop and rock. His talent for accompanying the dark and depressing subject matter with contrasting moods of production to evoke eerie feelings has culminated. Malone is a master at wrapping a sad interior in a joyful exterior. The lead single “Chemical” is a good example. It has a melancholic lyric about the instability of codependent relationships mixed with a kind of self-loathing, which is complemented by a bright production that blends synth-pop and pop-rock.

The same goes for his most recent single, “Enough Is Enough.” The song is a reflective and introspective look at Malone’s love of alcohol, or more specifically, excessive drinking. This painful landscape is set against a refreshingly melodic production that starts out country and ends up toto-esque. The same contradictory feelings are found in the first song, “Don’t Understand,” where he expresses his self-loathing and asks his significant other how much she loves him. The songs on Austin clearly point to where Malone is headed right now.

Nowadays, it’s not difficult to find a rap star who has achieved universal popularity beyond the hip-hop scene. However, it’s rare to find someone who can bend genres as dramatically as Post Malone has, or who has undergone a shift in artist identity while maintaining their reputation and popularity. This is where Post Malone’s story differs significantly from that of other hip-hop stars.

Post Malone has become a pop star with powerful singles, a wide range of genres, and his own color. While many would like to see him go back to being the “White Iverson rock star” spitting rhymes over trap beats, this 180-degree turn has been a true reflection of who he is. His “pure purpose of creating what I want” remains the same after all.