Opium is saving rap as we speak. Playboi Carti, Ken Car$on, Destroy Lonely, Homixide Gang, F1LTHY and more producers. "Opium is a record label based in Atlanta, Georgia, founded by Atlanta recording artist Playboi Carti in 2019." "The label’s name is commonly stylized with an asterisk under the U, inspired by the logo of the fashion label" (https://sglyric.com/artists/2311817/opium)
Rappers like Drake, Eminem, J Cole, Lil Wayne, Trippie Redd, Kodak Black, Polo G and many have really declined in music quality in the recent years so new rappers must step up whether we like it or not. Jordan Carter also known as Playboi Carti has assembled a Label full of top tier rappers and I am going to go through them one by one starting with the man himself, Playboi Carti.
Birth and Relationships
Jordan Terrell Carter is an American rapper born September 13th, 1996. Jordan has a child name Onyx Kelly which he produced with Iggy Azalea. The relationship between the two was not healthy. Jordan missed Christmas with Onyx and Iggy. Iggy caught Jordan with multiple side chicks while she was pregnant. Jordan went to Philly to play Playstation with the rapper Lil Uzi Vert, resulting in missing the birth of his son and Jordan told Iggy to shut up and that his son is crying. These are the biggest events of their relationships on social media and to this day Iggy is still pissed at him and trying to expose him. Onyx will always love his dad more than Iggy and this wraps up his relationship with Iggy for now.
The first studio album Jordan dropped was "Playboi Carti" in 2017. Many hits are on this album like Magnolia, wokeuplikethis*, Location and many more. 7.5/10
After Self Titled, 1 year later in 2018, he drops "Die Lit." The album was almost completely produced by Pi'erre. I consider this album to be his 2nd career changing moment after Magnolia because of the hit, "Shoota," with rapper Lil Uzi Vert. 9/10
Whole Lotta Red was delayed for years due to the MASSIVE amounts of leaks. Jordan gave up on dropping music and fans got desperate leading to more leaks. I would say there were around 60 WLR leaks and again the album was gonna be mostly produced by Pi'erre. Jordan hyped up the album by announcing a single, "@MEH." Even after the single, he delayed the album again. After years of nothing from Jordan, he announced Whole Lotta Red and the world went nuts. After delaying it for multiple months, over, and over again, he finally dropped the album on December 25th, 2020.
December 25th, 2020, Jordan Carter drops Whole Lotta Red. He goes live on Instagram as soon as the album drops and is blasting a song of it, "Stop Breathing." More than half of the Instagram Live is hating on the album a second into listening to the album. He sees a comment from user "brahmdeconing," where he states, "THIS ALBUM IS FUCKING SHIT." Moments later his raging energy decreases to 0 and he ends the live. We don't know if he ended it just because he did or if he was reading the hate comments.
Whole Lotta Red grew on a lot of people after he was getting hate for months. Trends and hashtags on social media, mostly on Twitter were hate against Jordan. The world soon started loving the album and Jordan's strong fan base started defended the album from day one. Trends of Whole Lotta Red started blowing up on social media and especially the app TikTok. The whole world changed their minds and this is when whole new waves and clones of the era started appearing. Artist Trippie Red became a clone and started copying his clothing (Rick Owens, Givenchy and more) and dropped the highly anticipated album, "Trip At Knight." This is just one big example of the "Carti effect" also known as the wokeuplikethis* effect as Jordan states in the song, "woke up to ****** sounding like me," and other lyrics stating that everyone wants to be Jordan. Whole Lotta Red to this day has influenced many new and big artist. I have to give this album a strong 11/10.
Playboi Carti has not really announced anything for his new album besides giving a date and saying Narcissist which was just a promotion for his tour. He did in fact announce on XXL Magazine that his next album will be named "Music." "I was about to name my album Music because that’s where I’m at, you know what I’m saying? Music." (https://www.xxlmag.com/playboi-carti-interview/)
"Kenyatta Frazier, better known by his stage name Ken Carson, is an American recording artist and producer from South Atlanta, Georgia. In 2019, he signed to Opium, the label founded by Playboi Carti." (https://goout.net/en/ken-carson/pzttohg/)
Ken was signed to Opium for a reason. That reason is filling the underground scene with good auto tune music. Underground artist with auto tune and TikTok promotion like Baby Santana, Slump6s and Yung Fazo are terrible. Ken has amazing production from F1LTHY, Starboy, Artdealer, Outtatown, 808 Mafia and more. Ken doesn't drop every week and takes time in his music unlike most underground rappers. Over the span of a few years, he has progressively gotten better to the point where his new work, "Project X," is a strong 9/10. For a solo project with only 11 songs, it has a lot of replay value. Ken's personality and vibe is likeable off camera and touches the youth. In a interview he is talking about personality, people he surrounds himself with, love, haters and more.
"Bobby Sandimanie III (born July 30, 2001), popularly known as Destroy Lonely, is an American recording artist from Atlanta, Georgia." (https://www.last.fm/) Lonely is extremely different from everyone in the underground right now with his production mainly from producer Clayco. New single "20YRS OLD," shows how well he is evolving and advancing. "Channeling distorted, off-beat flows and intricate bars pocketed within euphoric, synth-infused production, Lonely sets out to “Destroy” every beat he touches." (https://ourgenerationmusic.com/)
Playboi Carti noticed Lonely from song "Oh Yeah" from album </3² He has multiple collaborations with Ken Carson.
"Homixide Gang is a rap duo from Atlanta Georgia, the group consists of two members, Homixide Beno! and Homixide Meechie. The members are affiliated with Playboi Carti's label, Opium" (https://www.last.fm/)
Homixide Gang is a rap duo that mixes underground or "rage" music with Atlanta style Hip-Hop. F1LTHY is a big producer for the duo making the beats more aggressive fitting their rap style. Playboi Carti is really choosing great artist to bring with him like Homixide Gang making them the first artist on the Opium label to not really have any autotune and is straight rap. Can't wait to see them blow up. Homixide Gang also performed at the Smokers Club Fest making all of Opium performing at the event. Beno is also referenced on the track "Beno" from the album Whole Lotta Red by Playboi Carti.
Can't wait to see what other artist Playboi Carti will add to the label and every artist he's added is great. I believe all of them will be decently big in the future and I don't think that's even a stretch. Can anyone else name a more consistent label right now than Opium? YSL is locked up and I honestly think Opium is carrying Hip-Hop.