By Hardcore Critic
Hip Hop Vibe Staff Writer
Over the course of his entire career, Kanye West has owned and operated his own label, G.O.O.D. Music. But, six years into the label, there was not much to show for his track record as an executive. The label produced successes, such as Common, Kid Cudi, and John Legend, but there were many more artists wanting their big break.
In 2010, Pusha T was signed and Big Sean began releasing new music. Kanye West teamed up with Jay-Z for Watch the Throne in 2011 and gave green lights to Pusha T and Big Sean. The summer of 2011 was big for Big Sean, Pusha T, and Kanye West, leading to Kanye West establishing a exclusive deal with Def Jam.
Big Sean announced G.O.O.D. Music would come together for a joint album, comparable to those of Young Money and Maybach Music, in the fall of 2011. This new coincided with Common’s news of him leaving the label. While he departed, he promised he would still be a major part of the album.
By 2012, the album was barely mentioned, but as the spring began, Kanye West released “Mercy” with Big Sean, Pusha T, and 2 Chainz, followed by “Cold,” which confirmed his relationship with Kim Kardashian. After the release of “Cold,” which features DJ Khaled, the album’s title was revealed to be Cruel Summer. Kanye West produced a film of the same name, starring G.O.O.D. Music in Cannes, France. The stage was officially set for the album, which was then given a July release date.
Cruel Summer would go through several release dates before the September 14 digital release of the album. Each single off the album would go on to become a hit, as “New God Flow,” the G.O.O.D. Music remix of Chief Keef’s “I Don’t Like” with Jadakiss, and “Clique,” which features Jay-Z, would also be released. While Cruel Summer is a joint effort of over seven artists, including CyHi the Prynce and new signee, Teyana Taylor, from Harlem, the album is relatively short.
Unlike most compilation albums, which are usually thrown together, Cruel Summer has a continious flow. Also, each performer on the album excels in the lyrics department at a time when lyrics have become less and less necessary in hip hop. All in all Cruel Summer establishes itself as the epitome of group albums, as everyone has an equal role. While the concept may or may not have come from the efforts of Maybach Music, G.O.O.D. Music has taken the format and built even more upon it.
Cruel Summer ended up being a late summer, but it was well worth the wait.
Hip Hop Vibe’s Rating: 8/10
