Ten years ago, XXL’s Freshman List mattered. In high school, before the explosion of social media, the annual announcement exposed music fans to up-and-coming artists projected for stardom. While the success of XXL Freshman alums is wide-ranging, it was considered a point of crucial validation for artists beginning their careers.
Now in my late twenties, the latest Freshman Class is a mystery. If your playlist includes the likes of SleezyWorldGo and Central Cee, please relay their best songs — though I won’t lose sleep if you don’t. Among the 2023 Class, I am only familiar with Tia Corine, GloRilla, and Lola Brooke. The increasing gender diversity is refreshing, especially considering how women were largely absent from the lists in the late 2000s. The list, and the recent performances at the BET Awards, make me ponder the fascinating place the genre sits today and my place in it.
Historically, at any period rap has always had a few dominant artists — operating at the intersection of high public approval and an acclaimed output. Since the early 2000s, the select list includes otherworldly talents/legends like Jay-Z, Missy Elliott (yes, Missy belongs in this tier), Wayne, Kanye, to the more recent group of Kendrick, Drake, Nicki, and yes, J.Cole.
Every so often, rap undergoes periods of transition where one style gradually morphs into another. Consider how different Busta Rhymes sounded in 1991 with Leaders of the New School to his debut single “Woo Hah” in 1995. Yet, our current spell change is different.
The emergence of TikTok and continuing influence of social media has made rap/stardom easier to achieve than ever. Ice Spice released “Munch” 10 months ago and has ascended in the conversation for the hottest rapper out today. In the steaming/reel era of rap, the grace to “find your sound” is over, you either have it or don’t.
Rap is in a strange place for fans born in the mid/late 90s. The rappers who were staples of our college life are either afterthoughts or no longer retain their broad appeal. Travis Scott and Megan Thee Stallion looked to be on track to claim the throne, but unforeseen events have put rap on hold…and rightfully so.
Candidates for the best rapper today include Ice Spice, Lotto, Cardi B, Doja Cat, and Lil Baby. Without question, this is a weaker list when considering the totality of rap, even within the last decade. The list embodies the time as it feels skewed toward the future over past output.
Time will tell if the 2023 Freshman Class will meet the magazine/fans’ once lofty expectations that came with the badge. As our collective attention span craters — and the pathway to stardom eases — we may be in a prolonged period of fluctuation, with a plethora of rappers briefly having their moment at the top until the next trend/artist comes for their 15 minutes. Welcome to the new normal, for now…
