In interviews, he has stated a desire to work with the beatmakers of the super-producer era of his career's early days. And in fact, this era's most successful rappers, like Drake and Soulja Boy, seem to follow a similar mindset.īut Gucci, unlike Drake or Soulja Boy, is 30 years old. His ear for hooks and concepts, best illustrated by tracks like "Lemonade", exemplified how rappers had to take responsibility for constructing pop songs if they wanted to build that millennial-era populist audience.
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In an era of scarce investment, Gucci seemed to realize he had to do it all. One of the things that set him apart early on was his musicality. But it's not this conservative approach that sinks the rest of the record it's a different kind, one that suggests that Gucci's label, and perhaps even Gucci himself, didn't quite understand the nature of his appeal to the public. Longtime Gucci producer Zaytoven offers a novel direction on "Brand New", although his other contribution, "Missing", is a generic rehash of much better tracks the duo have previously released. Gucci slurs in a relaxed, streamlined flurry of images and boasts that somehow manage to sound simultaneously fresh and ageless, as if he were marking a mile-point in rap history. The Appeal's best moment is "It's Alive", built around an atypically atmospheric Swizz beat.
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Tracks like "Dollar Sign and "Weirdo" offer fresh takes on the Gucci Mane archetype. The tracks by Memphis producer Drumma Boi in particular seem to catch Gucci at his best the stomping "Trap Talk" was unveiled earlier on the Jewelry Selection mixtape, and it's nearly bested here by "What's It Gonna Be", with its memorable double-time chorus and autobiographical boasts.