‘INDUSTRY MACHINE’ promises to feature more experimentation from the rapper, as he looks to consolidate his status as a standout act.
One of the more recurring talking points that comes up in regular music discourse is the concept of a sophomore slump. This is the idea that artists often produce subpar second releases, especially following the success of their phenomenal debut projects. Take the mercurial Wande Coal for example, whose lukewarm sophomore album ‘Wanted,’ could not match the ingenuity and timelessness of his classic debut ‘Mushin 2 Mo’ Hits.’ Or Burna Boy, who failed to genuinely take off ‘On A Spaceship,’ at least at the time, following the success of ‘L.I.F.E.’
In recent times, there have been a few artists who have defied the sophomore curse, building on the success of their debut with an equally accomplished or even better sophomore. Rema’s 2024 sophomore album, ‘HEIS,’ is the strongest in his growing catalogue yet; a dark, compact and forward-thinking project that credibly surpasses its predecessor. His label mate, Ayra Starr, also beat the curse with her coming-of-age sophomore, ‘The Year I Turned 21.’
ODUMODUBLVCK aims to add his name to this illustrious list with the release of his forthcoming album ‘INDUSTRY MACHINE.’ While the project isn’t technically his sophomore – he currently boasts over seven projects under his belt – the critical and commercial success of ‘EZIOKWU,’ his breakthrough album from 2023, makes his forthcoming album feel very much like a definitive sophomore effort.
The rap star wasted no time building anticipation for his new album, as he began teasing it only months after the release of ‘EZIOKWU.’ The quip, ‘The Machine Is Coming,’ quickly became his favourite phrase, putting just about everyone on notice about the imminent arrival of his new album. If his countless tweets and social media antics did not do the trick, he drove home the point with a country-wide University tour and a 16-track mixtape in March, also titled ‘THE MACHINE IS COMING.’
A little over a month ago, the Anti-World Gangster head honcho kicked off the ‘INDUSTRY MACHINE’ era with the release of the viral “2:02 PM IN LONDON (FRESSTYLE)” and shortly after the lead single, “PAY ME.” This past week, he revealed the album cover, the full track list and also released the album’s previously teased title track. Like a few of the rapper’s hits, the single finds a sweet middle ground between his infectious, melody-driven Okporoko rhythm and the type of brazen Rap bars he’s become popular for.
Given that this unique formula has been instrumental in propelling the rapper’s career, it’s fairly likely that ‘INDUSTRY MACHINE’ will feature a few more cuts similar to this, catering to the mainstream audience that has clearly been receptive to this sound. The rapper’s core audience, who favour some of his more straightforward Rap bangers, will likely be catered to as well, as the extensive guestlist, which features names like Skepta, Pa Salieu, Reminisce, Modenine and Giggs, strongly suggests.
Like a few of his equally innovative peers, ODUMODUBLVCK has been working to advance his craft since his breakthrough three years ago. While his rapping and singing remain sharp as ever, he’s tried to stretch them out on more eclectic production that highlights his ingenuity as well as his range. Take “Automoto” for example, the BNYX-produced slapper placed his ferocious bars and delivery over a buzzy, Rage-rap type beat or “WAGE WAR,” one of the standouts from ‘THE MACHINE IS COMING,’ that paired his sticky melodies with some atmospheric production.
‘INDUSTRY MACHINE’ promises to feature more experimentation from the rapper, as he looks to consolidate his status as one of the more imaginative rappers around. Collaborations with the likes of New York singer and producer Cash Cobain, Reggaeton star Justin Quiles and Saweetie not only indicate the rapper’s global ambitions but also his willingness to step outside of his comfort zone, creating music that showcases his ability to adapt his style across multiple genres.
In the lead-up to the new album, ODUMODUBLVCK, in usual fashion, has been involved in a couple of skirmishes online, trading pointed jabs with a few of his peers. He sent out warning shots to some of his detractors on “PUSSY NIGGAZ,” a brutish cut from ‘THE MAHCINE IS COMING’ mixtape. The rapper would, however, be looking to settle some of these scores on the new album, as he’s clearly shown that he’s not one to back down in the face of opposition. His new moniker, the Industry Machine, describing the precision and ferocity he’s operated with since his meteoric rise, is one that perfectly encapsulates this unyielding assertiveness, a trait that has placed him in good standing, even as he prepares for another significant moment in his already distinguished career.
