South African rapper, EmTee received a lot of co-signs from the likes of AKA, Burna Boy, Riky Rick and more, after his coming-out single “Roll Up”, which went to win Song of the Year at the 2015 South African Hip Hop Awards, went viral. AKA ended up dropping a verse on the remix to the single, alongside Wizkid. Purists have had their 2 cents about the rapper not being a wordsmith – which is a valid point. I don’t see EmTee winning any lyrical competition; there are no double entendres or “ohw!”-worthy punchlines on his debut album Avery. The subject matter is limited to grinding, getting money, haters, and a few love songs make their way in there.
But one thing you can’t take from him, it’s displayed on the album, is his ability to make songs – catchy hooks, flowing to a beat (even if that flow is “borrowed” at times), and don’t get me started on his beat-selection. The likes of Ruff (who handles most of the production) and Tweezy are responsible for the eardrum wreckers EmTee’s vocals sit on.
Avery is monolithic – never have I heard this much 808s in a South African album. The production is mostly trap, and most of the vocals are enhanced by autotune, which can turn a lot of insufferable hip hop heads off, not that EmTee cares, they aren’t his target market. Some of us just like shit that sounds good, and Avery is exactly that. Ethically, there’s a lot ... Read Full Review