Genius sampling mixed with authentic Southern swagger has resulted in the Tampa act's strongest single yet.
It's hard to define what makes a hit song in 2023. With the dwindling influence of radio replaced with self-curated streaming and the indisputable impact of TikTok, what may be a popular—or even simply a good song—may differ depending on what your "For You" feed looks like.
Doechii has never been an artist worried about mainstream impact, and if anything, her willingness to creatively experiment, especially via her music, has become a crucial component to her authentic rise as a new voice in hip-hop. At a time where specifically female Southern Black acts continue to dominate , she's shied away from defining herself by genre constraints. She's a woman in hip-hop, yes.
Her latest single, 'What It Is ', is a superb example of an artist flirting with mainstream notoriety without abandoning their roots. The infectious track samples two gems within the Black music canon: TLC's 1999 hit "No Scrubs" and 2004's "Some Cut" by Lil Scrappy and Trillville while she floats above the beat with an ear-worm of a chorus.
While the samples are recognizable, they're not lazily executed, and while the lyrics are memorable, they're not vapid. The track's accompanying video evokes another sense of nostalgia as well, echoing
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