Steve 'Flash' JuonI knew two things about Rob49 before reviewing “Let Me Fly” — he hails from New Orleans (the numbers in his name reference the 4th and 9th Ward) and he caught a stray bullet when he was at the filming of French Montana’s “Igloo” video. Thankfully it wasn’t fatal. Aren’t we all tired of rappers having to get lucky though, especially when too often they don’t? If I get on that soapbox again though we’re going to waste the time I could be talking about Rob49 and his new album, so for better or worse I’m going to have to leave that topic alone and move on.
Featuring a laundry list of producers (Monstereal, Shel, WhoIsRodney and BlastyBeatz) “WTHELLY” is the single that epitomizes how Rob’s haters feel. “Bae, I’m young and rich, big Four Nine a splurger (what the helly?)/Heard I fucked his bitch, got this nigga lurkin (what the helly?)” It’s a braggadocious romp with Rob reveling in his ascent to prominence. His New Orleans drawl and the track’s sinister beat give the song instant whip appeal, but 2:17 long, it feels like he could have spent even more time flexing and making the haters mad. That’s typical of Rob though — there are 22 songs on this album and the two longest are 3:22 — most being at least a minute shorter. Coincidentally those two songs feature some of his biggest guests: Meek Mill on “Supposedly,” YTB Fatt and Sexyy Red on “So Sexyy.”
Shel produces this track alongside ​klutchfrenchie, Baso and ​Jackiee. Sometimes I feel like the era of seeing just ONE producer on a song is over, but I digress. Fatt and Red are the perfect cohorts to revel in success for Rob, with the latter playing Trina to his Trick Daddy as he quips “You so motherfuckin sexy bitch” with her responding “I know” or “Duh!!!” For my money she steals the show on the opening verse but all three rappers play their part well. There are no shortage of cameos on “Let Me Fly” and New Orleans on Cash Money Records features prominently. Mogul Birdman appears on both “JetWifi” and “Get the Picture” while its most successful rapper Lil Wayne is on “Wassam Baby.” In a sense it feels like they are trying to hand Rob49 the torch.
Despite appearances this arrival didn’t happen overnight. Rob49 has spent five years building up his brand to this point, and “Let Me Fly” consolidates all the clout he built up with singles and mixtapes. How many rappers do you know who have both Sexyy Red and Cardi B on their album? Yes sir, Rob49 is “On Dat Money” and as he says himself “I’m a rich nigga, I’ll fuck you right dere on dat money.” Either he or his record label definitely has dat money to pay the appearance fees — and since Geffen is behind it I’ll gather they had almost everything to do with it including any sample clearances.
That’s the funny thing about modern rap albums though isn’t it? Rappers grew so weary of having to get shit cleared (or giving up percentages to people for things that weren’t cleared) that we’ve come to a rather homogeneous sounding point for the arts. Even with a different crew of producers from track to track, “Let Me Fly” is incredibly consistent in both song length and sound. “Pick Your Poison” is interchangeable with “High or What” (featuring Quavo) is interchangeable with “On Sight.” These are dark, moody songs filled with posturing and threats. It’s to be expected but it can also be a little wearying to listen to. Rob has achieved incredible success but seems to find no joy in it.
I’m happy to see another rapper from New Orleans rise to stardom, and I’d like to see Rob49 continue to carry the baton for the Wards he hails from. I’d also like to see more of Rob beyond his bold exterior. That doesn’t mean I expect him to retreat from the style that brought him success, but he could personalize his experiences a little bit more. Everybody talks about the money they’ve made and the haters they’ve got. Talk to us more about your life growing up, the many hurricanes that made life hell for people your age, and how resilient you had to be when so many people gave up and moved out. That’s something Rob49 can be proud of beyond his money, whips and sexy bitches. There’s more to his story than he’s told us here.