The Floridian rapper is continuing to make noise with his quality-over-quantity approach and punchline-heavy bars
The trend of dropping songs at a frenetic pace is as on-brand for SoundCloud rappers as brightly-colored hair and face tattoos. Today, more and more artists are subscribing to the idea that flooding the timeline with new music on an almost weekly basis is the best way to advance their careers. In theory it works; constant exposure to a brand creates familiarity with consumers, and from that familiarity, a genuine acceptance and appreciation of the product grows.
Artists like Lil Xelly and Lil B have gained reputations for utilizing this marketing strategy, and have passionate fan bases to show for it. Other rappers have followed a similar promotional strategy to varying degrees of success, but there are a few notable underground artists who are releasing tracks with a focus on quality-over-quantity. One of those artists is the Bud Light sipping, NASCAR-loving, sometimes mullet-rocking rapper, Big Baby Scumbag.
Big Baby Scumbag doesn’t just go against the grain by utilizing bar-centric flows in an auto tune loving world,rather he breaks conventions with marketing as well. He doesn’t drop singles every few weeks like the majority of his contemporaries — he hasn’t even dropped an official project yet. Scumbag has a striking consistency that few underground artists can rival, and he knows how to get the most out of it while reaching a wide audience. Not only does he go in on every track with an energetic zeal and no holds barred attitude that’s accessible to a wide range of music listener, his videos are also unfailingly fun and replayable. Who could forget his visual for “Black Joe Dirt”, where he flexed with horses while sporting the iconic David Spade character’s mullet? Or “Dale Earnhardt”, where he chowed down on ramen noodles, handled goats, and showed off an enviable collection of NASCAR jackets while doing donuts on an ATV? Dale co-signed that video himself.
Scumbag’s latest, Pablo Vasquez-directed visual for “PIN HEAD” continues his streak of uniquely entertaining and memorable music videos; proving why he’s the #5 baby in the rap game (according to Complex at least). The video opens with multiple shots of menacing, otherworldly dragons, gargoyles and miscellaneous creatures of the night, setting a sinister tone for the visual’s aesthetic. This choice of direction is soundtracked perfectly by legendary producer Lex Luger’s minacious, high-register piano melodies and threatening synth progressions, creating an ideal backdrop for Baby’s vocals to take center-stage.
HARDEST, I GO THE HARDEST, I’M IN A STAR SHIP / MARTIAN I’M OUTTA ORBIT I GO THE FARTHEST
Scumbag kicks the track off the best way he knows how, with assertive bars about his creative dominance, interspersed with smirk-inducing punchlines (I’M SWAGGED OUT FEEL LIKE ALADIN, I’M IN THE CARPET / PASSED OUT I’M SIPPING RED DOT LIKE I’M FROM TARGET). The mysterious figures tossing fireballs in the background add to the dark tension the visual provides, making for an enjoyable juxtaposition against Baby’s heavy verses. Scumbag’s confident, bouncy delivery alone is enough to keep listeners entertained, but the quick cuts featuring Baby spitting in front of tri-colored backdrops, a demonic backyard, and a Polaris Slingshot, keep viewers’ eyes glued to the screen.
By the time the video concludes, one thing is obvious — as long as Big Baby Scumbag continues his consistent run of dropping catchy tracks with exciting, shareable visuals, he can do whatever he wants. Watch the visual for “PIN HEAD” below.