So while DJ Khaled has been producing hits for over a decade, it wasn’t until he started to morph his rap ad-lib into an online catchphrase that his popularity finally peaked accordingly. The influx of social media has (for better or worse) changed a lot about music and how its received.
However it seems as though the ad-lib died quickly, seemingly left out of most of his work afterwards, a symbolic mark of Kanye’s ever-changing style and approach to his sound. The sound, which became immortalized by impressions by Jay Pharoah, was littered all over his Watch the Throne album with JAY-Z and on most of his features during the time. Music era Kanye took great pleasure in the repeated “haaaan” sound. However somewhere in the mid to later 2000’s, a leather-clad G.O.O.D. An earlier Kanye didn’t really use many verbal add-ons, sticking to longer more melodic flows.
Kanye’s ad-libs morph, grow, and exist as he does.
And while there’s something decidedly less cutting-edge about the phrase in 2018, there’s something to be said of Travis Scott’s undying commitment to the phrase, even as it’s phasing out. The ad-lib’s peak came somewhere around his 2015 album Rodeo, which seemed to be saturated with the phrase that had been otherwise used widely by teenage hypebeasts referencing partying and/or binge-drinking (including in the chorus to Scott’s crossover hit “Antidote”). He adopted those two words as his own, yelling them out in a quick high-pitched chirp at the end of nearly every bar, or at the very least sprinkled at the intro of every song. The phrase “it’s lit,” came into popular culture at some point around 2015, and for Travis Scott, it never left. To continue with the “What Happened to That Boy” theme, Birdman’s ad-lib of a literal bird sound has potential to sound laughable if coming from literally anyone else, and even from Birdman, it’s a little bit funny. In the case of “What Happened to That Boy,” the bird sound is the chorus of the song, making it the ad-lib’s most shining moment. The bird sound, paired with Birdman’s distinct handrub, has became one of the most famous gestures/sound combos in rap history. The origin of one of rap’s best ad-libs comes in a song that’s littered with incredible ad-libs, the one and only “What Happened to That Boy.” There’s seems to be no real rhyme or reason to this sound in particular, but something about how hard it sounds when T pushes it out at the end of a line makes it one of the genre’s best. In recent years, he’s seemed to have gone for a softer “ yuh” sound on tracks like “Drug Dealer’s Anonymous,” but Pusha’s legacy will still always live on in the denser “yugh.” music. And Pusha T’s “yugh” has stood the test of time as one of the most distinct, long-standing, satisfying sounds to hear on a track. Pusha T is definitely not new to this, starting off his career in the group Clipse with his brother No Malice, and having a resurgence of sorts when Kanye signed him, eventually naming him president of his label G.O.O.D. Rick Ross’ grunt helped define rap in the late ’00s, becoming as popular as his features themselves, and one of the most imitated ad-libs among rap fans.Ī verse marked by the grunt at Rozay’s peak pretty much assured a hit. Ross’ already insanely deep barking-style rapping could easily stand alone as a mark of his rough style, but the unmistakable grunt became a true testament to the standout demeanor of one of Maybach Music Group’s most important rappers. The holy grail of ad-libs, the crowned king of the grunt, the undisputed master of the indiscernible noise as a part of a song.
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