If you’re a Hip-Hop fan of any caliber, rappers like Kendrick Lamar, Schoolboy Q, Ab-Soul, Jay Rock, and Isaiah Rashad have spoken to you in one way or another. They are all linked by the fact they are currently or formerly signed to famed music label Top Dawg Entertainment (TDE). At this year’s SXSW, TDE had a showcase of some of their most promising artists.
Kembe X
The first artist in the lineup was Chicago-based rapper Kembe X. His performance consisted of a mix of melodic rap songs and bangers - balancing good flow with a solid singing voice. Songs like “Cozy Forever” are a great example of Kembe X’s ability to strike a balance between these differing styles; the beat is filled with triumphant strings and trumpet lines as Kembe delivers a catchy hook and infectious flow.
Kembe X’s approach to creating bangers is uniquely infused with a laid-back approach and introspection such as the case of “Crooks & Castles,” unreleased at the time of the performance.
This performance during the showcase displayed Kembe X’s ability to infuse sticky melodic hooks into a dynamic rhyme scheme.
Devin Malik
Taking the stage after Kembe X was LA-based rapper Devin Malik. Malik has started to make a name for himself, both as a rapper and producer, on his debut record, DEADSTOCK; in the same year, he appeared alongside Schoolboy Q on his critically-acclaimed album, Blue Lips.
Performing a myriad of trap-flavored tracks, Malik allowed each song to reach its full potential. Listening to Malik beforehand, I did not find myself replaying many of his songs. I appreciate Malik much more as a performer because songs like “PEARLS” and “CANADIAN TUX” feel fully realized when coupled with his high energy and interactions with the crowd.
Malik is a performer that tends to outperform the studio versions of his tracks. The rush of adrenaline felt through each bar and the reciprocal energy of the crowd makes me curious to see if Malik can mirror this same atmosphere in future releases.
Yakiyn
Following Kembe X was the endlessly energetic Texas-based rapper Yakiyn. Having the smallest catalog, I felt that Yakiyn was the wild-card out of the bunch.
Coming onto the stage with an encrusted face covering, Yakiyn took the audience by storm and energized them unlike any other performer.
The previous sets had people bobbing their heads. Yakiyn raised the bar tenfold, launching the audience into a full-blown moshpit. The shift in energy and audience participation became apparent as Yakiyn even went into the crowd and moshed with them; this turned the venue into the most electric crowd I had experienced in all of SXSW.
One of my favorite songs out of the set was the mind-bending, “CALCULATE,” with a psychedelic synth-based beat. Despite its repetitive elements, songs like these had played a factor in the audience remaining as hype as it was.
Something I really love about Yakiyn’s performance is that he remained introspective in between songs, talking about how only a few years ago he was delivering packages for Amazon and fueling planes to make ends meet. His humility and genuine love for performing makes Yakiyn the most exciting up-and-coming performer out of the TDE Showcase.
Ray Vaughn
The last performer on the bill was Long Beach rapper, Ray Vaughn. Out of all the artists from the showcase, Vaughn was the most established. Collaborating with Isaiah Rashad and Jay Rock on his mixtape, The Good The Bad The Dollar Menu, Vaughn proved himself a worthy lyricist with a focused sound.
Starting off his performance with a song like “XXXL Tee,” Vaughn displays a dynamic use of cadence and clever wordplay. Each line is helped by Vaughn’s physicality, utilizing numerous emotes within a song while contorting his face to express a range of emotions.
Vaughn proved himself to be incredibly charismatic and funny throughout his set. He would perform bits of stand-up comedy in between songs, allowing an opportunity for audience interaction.
My favorite song out of the set was “MILES AWAY from Heaven,” a ballad-like Hip-Hop song about depression and drug abuse. The vulnerability showcased with lines like “the hate feels so much better than the love / I only wanna see my daughters when I'm buzzed,” gave insight into the struggles Vaughn has faced and continually overcomes. Placing songs like this alongside energetic bangers like “LOOK @ GOD” allowed for a beautiful display of contrast that gripped the audience.
Ray Vaughn, in his current form, seems to be the next big player that can potentially help to define a new era for Top Dawg Entertainment’s sound.