On his latest track, the Memphis rapper shows off a willingness to hold his ground through his unique blend of influences.
Describing an artist as “versatile” is something music bloggers do a little too often. Part of what’s to blame for the trivialization of this label is the fact that the bar for musical versatility is at an all-time low. In its current form, the word applies to almost every artist capable of both singing with autotune and spitting conventional rap bars — a somewhat accurate representation of versatility, but a distinction that doesn’t truly do the term justice.
The reality is that versatility in music isn’t confined to vocal performances and lyricism; it’s about an artist’s entire catalog of sounds. Every drum pattern, instrument choice, and mixing technique plays an important role in determining a rapper’s overall sonic output, which is why many of them don’t fit the word that’s thrown around so nonchalantly. One of the artists who does is Memphis native 30ROCK.
30ROCK’s musical journey began in 2017 during a period of uncertainty. “I didn’t have a job and was broke af and didn’t have shit to do, so I would just record every day,” he writes over DM. “It was the only thing keeping me going.” The rapper put all his energy into music from that point forward, linking with the 1500 and FOREVERWORLD collectives and working tirelessly to hone his craft. His creative drive and network of talented friends certainly played a role in his success, but it was his decision to incorporate a diverse set of influences into his music that helped him turn his unemployment hobby into a legitimate career – a decision he says was a conscious choice.
“I got tired of rapping all the time,” he says. “I knew letting some of my other talents show would bring me more recognition because of what I’m able to do with music.” This mindset, combined with an ever-expanding list of influences ranging from Prince and Erykah Badu, to Uno The Activist and Lil Uzi Vert, would help to create the eclectic, still-growing song catalog that separates 30ROCK from his contemporaries. It takes little time scrolling through his SoundCloud discography to find that it’s stacked with a wide array of musical styles. “Off The Wall” (produced by Versus), one of the standouts from his acclaimed, recently-released Melodies From Heaven, is a dancey, pop-tinged club track that also serves as a love letter to 90s R&B. “Where My Heart Belongs” (produced by FISH), another song from the project, seamlessly melds late-70s funk with 80s-style synth flair.
Then, there’s his recent song “Don’t Do That”. The Versus–produced track begins with a chilling, minor-key synth string melody that sets a dramatic tone, turning the sonic landscape into a battlefield that the Memphis rapper uses to wage war on his enemies. Once the trunk-rattling 808, unrelenting hi-hat, and whip-like snare enter the mix, 30 makes his presence felt with words of warning and retribution.
Oh no lil n*gga don’t do that … // … I couldn’t believe I called you my brother // stabbed me in the back, why you do that
He continues to unleash his anger-fueled energy on the track as it progresses, spitting aggressive, vitriolic bars that pass on his feelings of betrayal to the audience. The lyrics are made even more substantial thanks to Versus’ decision to cut drums completely at key moments, adding a sense of suspense to the narrative 30ROCK creates. This arrangement increases the tension within the track, cementing the conclusion that 30 is an artist who is not to be fucked with on wax or the streets.
And I keep my head high, walking down my enemy street // I murder a beat, tell honor yes I’m guilty it’s me
The song’s thrilling conclusion not only shows off 30’s engaging storytelling ability, but the true versatility he brings to the underground. Here he is, coming off an album featuring multiple songs that aesthetically and vocally fall into pop and R&B categories, dropping bass-heavy hype that could unofficially serve as the soundtrack for the entire John Wick franchise. This otherworldly ability to produce catchy, authentic songs while telling compelling stories across multiple genres is something very few artists possess. With every drop, he finds himself widening the gap between himself and the “versatile” rappers that make up his competition, putting his talent for memorable hooks and genre-blending on full display. It’s only a matter of time before his sought after skills catapult him into the mainstream.
Stream “Don’t Do That” below.