The Weekly Coos

When Lil Baby came onto the scene, his aura was massive. He had something to say and did so with vigor, specifically with the dynamic “The Bigger Picture,” solidifying that thought. Unfortunately, as the years progressed, his output dipped in quality, giving us some forgettable follow-ups where only a few tracks have a sticking point. That isn’t to say he hasn’t delivered some solid featured verses, but you wonder how his popularity is still this high. As I removed that from the ecosphere to listen to his latest album, WHAM, it kept creeping back because, like his last album, it’s just another whatever. The talent shows, but with glimmering highs here and there, carried by his features and production; you’re left wishing for more, especially if you’re a fan—those aren’t enough to elevate this album to the next level, making the process of listening to WHAM more of a chore. Though fans will think one way or another, it didn’t hit the nail on the coffin with me, becoming more of the same with only a third having the lasting power to replay, if that.

It’s disappointing that Lil Baby begins the year on a dud, but at least we get some memorable moments from Glorilla, Young Thug, and 21 Savage as part of this balance to get the album over the hump of mediocrity. Lil Baby has some energy, switching flows and trying to keep it elevated, but his writing takes a step back; more so because he has little to say that we haven’t heard before. He comes off as boring, and when he sobers up melodically, you’re left tired because he isn’t giving more effort. As a fan, this can be demoralizing, and as one, I’m just left wondering why the hammer isn’t being laid down. Lil Baby has an onus reflected via the anagram for his album, WHAM, meaning Who Harder Than Me; it doesn’t make a compelling case to put him at the top, considering the rappers I mentioned featured come harder than he does. It doesn’t help him that his statement track, “Listen Up,” which opens the album, doesn’t do much to lend credence to the matter. You’d think it’d get better, but that isn’t the case.

There’s introspection, there’s flexing, but most importantly, it’s a portrait of what has been since his last project, which doesn’t offer much to the imagination. One can feel tired of hearing rappers rehash similar stuff and expect different things from the rapper. As it is with others, there is a reason lyricism is something I value heavily. Content can be retreaded, but how it’s delivered can hook someone, and Lil Baby doesn’t truly hook. The album isn’t trying to do anything new or say anything innovative, even knowing he is genuinely trying. You hear it with tracks “Free Promo,” “Stuff,” “Streets Colder,” and “Due 4A Win,” alongside the flow on “F U 2x.” Unfortunately, it doesn’t transcend with others, making him more of an afterthought with “Dum, Dumb, and Dumber,” “Redbone,” and “Outfit,” where the featured rappers outshine Lil Baby, saving it from being another throwaway. Lil Baby does the opposite on “By Myself,” as Rod Wave and Rylo Rodriguez deliver an unforgettable display of nothing, like “Say Twin,” where the flexing is just new levels of yawn-inducing music. The lows heavily outweigh the highs, which shows with the other tracks.

The songs I’ve mentioned have value, but as a whole, the project is one of those you can throw to the side as something to skip. If you’re looking for a hungry Lil Baby, you’re better off just going back to what you’ve heard before and have saved since his rise on the scene. He just doesn’t have the juice anymore, like with the drab “Say Twin,” or the two romantically driven tracks in “Drugs Taken” and “So Sorry,” which show some level of depth. Yet, when it comes to a stop, the album isn’t giving you much in that department. It’s letting the motions fly through easily, unwilling to find new avenues to explore. Content will come and go, but Lil Baby needs to find a new way to replicate them because his flows and the production can’t help him get over such a hump. It’s there, and it might be something bigger fans will be attracted to, but the value isn’t high. I’m still here, bumping old tracks from Lil Baby and not thinking about the new. Some moments may keep themselves in rotation, but I’d consider this a major dud.

I wish I could have been higher on the album, but there isn’t much of a redeeming quality. It’s something that’s just there and doesn’t have much substance. In hindsight, it’s fitting Bad Bunny also started the new year with a new album, and thankfully, it has been a much better listen than this. I would recommend this to his fans since they might find some value like I did, but enough to say it’s a good album. Too many tracks clutter it, leaving me feeling like it’s just another run-of-the-mill whateverness. Give it a listen if Lil Baby is someone you dig, but if you’re new to his work, either go back to 2021 or just listen to better artists like Young Thug.