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They're a good example of how DIY the music industry can be at this point, as long as you have a product that stands out. They laid down all the musical and marketing groundwork themselves, and four years later they're doing the festival/stagediving victory lap all over the world, performing on Jimmy Fallon, getting namedropped by Kanye West and having the video for "Yonkers" played all over mainstream music television. Quite remarkable for a group that only has a single one-shot deal on XL (Tyler's album "Goblin") to their name in regards to the "traditional" music industry. That they've pulled all of this off with the kind of messed up and off the wall hip hop they make is even more impressive.
Unfortunately, it shows in their content and behavior that they're still a bunch of kids. "Bitch Suck Dick" and similar stuff is just bog standard frat boy-ish stupidity, and they can't seem to shake off the creative cliches that keep tying them to guys like Necro. What I saw of their live show on a recent Roskilde-documentary left me unimpressed as well (four guys constantly shouting down the mic and randomly diving off stage mid song, while Tyler can't even finish off half his bars). Finally, if I was Tyler, I wouldn't be so hasty to diss Pitchfork and bloggers when you owe a lot of your global hype to them to begin with.
Clearly, OFWGKTA have a lot of maturing to do, and they probably need to do it fast if they're gonna escape the "flash in the pan via blogger hyperbole"-tag. The question is if this process of growing up will ultimately rob them of any edge they had to begin with.
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"Wenn du dich zum Untergrund zählst, reicht es nicht, es nur zu sagen. Du musst auch viel graben, um es zu werden."
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