Yo Gotti “Liar” Cocaine Muzik 7: The World Is Yours (2012)
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Yesterday, Yo Gotti hosted a private listening session for journalists and record executives at Germano Studios in New York City. The Memphis rapper was kind enough to offer an invitation to XXL to hear an exclusive sneak peak at the rapper's upcoming sophomore major label release, I Am, on Epic/CMG Records. Following up last year's Live From The Kitchen, Yo Gotti hopes to flex his range and expand beyond the club bangers that he's made his career on. The record is still in it's early stages of production so nothing has been finalized yet but we heard enough new material to offer our thoughts on the upcoming album.

I Am is scheduled for release on November 19.—B.J. Steiner, with additional reporting by Emmanuel C.M

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Production:

One of the highlights of the listening session was the diversity of production on display. I Am marks a departure from the sound of his previous studio album, Live From The Kitchen,  which did not venture very far from standard trap rap convention. Instead, Gotti's new record has a darker and moodier sound to it. The upcoming slow-rolling club banger, "LeBron James," feels like the aftereffects of a bad Molly trip. While "I Don't Want It," continues down the same druggy vein. At other points, Gotti moves towards a more classic soul sound like the J. Cole-assisted "Cold Blood" and the emotive "Pride To The Side."

Speaking on his beat picking process, Gotti explained how he likes to work. To him "music should feel natural," so he's largely uninterested in selecting beats from the hottest producers. Instead, he explained that he likes to thumb through beat tapes looking for the best material to vibe with. Choosing to jump immediately into the studio to record a song before he even knows the name of the producer. This is reflected in the lineup of producers on the project which feels like a rogue's gallery of upcoming, young producers rather than the name heavy rosters that most high budget, major label albums feature this day.

Scheduled producers on the record include Metro Boomin', Arthur McArthur, Canei, the Young Stars and Lee On The Beats.

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Subject Matter:

Gotti spoke, at length, about his desires for creative expansion on the new project.  Gotti is looking to show growth on I Am as he wants to explore painful and more difficult subject matter. He spoke on looking to grow beyond the club and tackle issues like poverty, relationships and the struggle of a black man in America. On "Ghettos Of America," Gotti takes on the stress of living life in the hood and systematic injustice. While On "Pride To The Side," we find him venting about his personal issues and the need to be become a bigger man. There are still your standard songs about flashy cars, stunting hard and dealing drugs, but it's nice to hear that Gotti is looking to grow beyond his humble mixtape beginnings.

Collaborations:

Though, the record is still in it's infancy, I Am already boasts an impressive array of scheduled performers on the record. The session opened with Gotti playing the video for his new single, "Act Right," featuring Young Jeezy and Y.G. At other points, T.I. shows up to deliver perhaps his best post-jail verse on the potentially monstrous "King Shit." While J. Cole comes along for the previously mentioned "Cold Blood."  Other scheduled guests include Wale, Ne-Yo and Sean Kingston.

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Overall:

We were pleasantly surprised by the strength and potential of the material that was presented. I Am won't break any new ground but it has the chance to be the surprise sleeper hit of the fall season. "LeBron James" feels like an instant smash with it's hypnotic production and instantly memorable hook, "I'm LeBron James. You a fucking rookie." While "King Shit" feels like the career transformative performance that will turn a lot of heads who might dismiss Gotti as another formula trap rapper. Since rappers' album always seem to be perpetually 90% finished, it is undetermined at the time how much of what we heard will eventually make the record. However, I Am and Yo Gotti is definitely something you should keep on your radar as the fall release date approaches.

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