It is systematic. It is always too late, that a true masterwork is recognized as such. And Young Thug's is no exception. His creativity was at its best from 2013 to 2015, and though, it is after, in the era succeeding to Barter 6, that he was celebrated for what he was: a crucial rap artist. Likewise, it is only now, that people start acknowledging that he's lost his relevance and magnificence, while he declined much earlier.
And now that he is imprisoned, now that his new album cannot expect the same level of success as the previous one – the latter reached the top of the Billboard, while the former was "only" number 2 –, critics are pouring water on this drowning man. While in reality, Business Is Business is not worse that Punk. As a matter of fact, it is probably better.
It is made of qualitatively heterogenous tracks, selected from works he recorded before landing in a prison. Several had already leaked, such as "Gucci Grocery Bag", and some beats had previously been heard, like Wheezy's on "Cars Bring Me Out", that was used on Drakeo the Ruler's "Exclusive". It is a mess, even though superstars - Drake, Future, 21 Savage, Travis Scott, Lil Uzi Vert - are here to cover it up.
Every album got no skippin'
This is what Young Thug pretends on "Wit Da Racks". But that's a lie. His albums have rarely been perfect, especially the latest. Business Is Business, though, is better than many, thanks to Metro Boomin, who really cared about his role as executive producer – he even released an alternate version of the album, with a different and a more coherent track order.
Business is business. And when you're into it, you'd better turn tricky situations to your benefit. This is exactly what Thugger does: his imprisonment becomes a marketing argument. That's the case with the cover art, that shows him in a court, waiting for his judgment, and with a few tracks.
On the soft finale "Global Access", Nate Ruess criticizes the usage of the rapper's lyrics as legal evidence against him, during his trial. On "Parade On Cleveland", Drake imagines Young Thug returning triumphally in his 'hood. Also, talking about misfortunes, Lil Gotit reminds us about the death of this brother, Lil Keed, on the fantastic "Hoodie".
This album was recorded at special times. Its main player, though, does his usual act. He talks about his Gucci bag ("Gucci Grocery Bag") and his cars ("Cars Bring Me Out"). He plays the evil man on a Carmina Burana sample ("Uncle Murda"), brags about his success ("Oh U Went"), and talks about a heartbreak on the cute "Went Thru It". True to himself, he changes his voice and tone whenever it suits him. He delivers some superb verbal gymnastics on "Money On The Dresser", contrasting with the unimaginative beat.
The mandolin on "Cars Bring Me Out" is leveraged with the same success by Future and Young Thug – whose voice is almost normal, here – as by Drakeo previously. When this mad dog exposes his tormented mind on "Want Me Dead", the delicate music and 21 Savage's featuring are just perfect.
On "Wit Da Racks", a first-class collaboration with Travis Scott, Yak Gotti and 21 Savage again, he is just prodigious when he talks about his desire for money, luxury and sex. The ego-tripping "Mad Dog" and the " Jonesboro" lament are superbly produced by Metro Boomin. As for the nice melody delivered with London On Da Track on "Acadabra", it reminds the time when Thugger was at this craziest.
Business Is Business, this is late-days Young Thug. It is not always outstanding. And though, what matters is here. Whatever say untimely critics, it is his best album since a while. In 2023, we should still care about the wildest rapper from Atlanta, and for other reasons than his legal problems.