In other words, Thug hasn’t adjusted to convention but brought convention to him. But the weirdest thing about what he does is that it works: Nearly every project Thug’s released since 2015-from the reggae-inflected JEFFREY to the country-ish sides of Beautiful Thugger Girls-has cracked the mainstream, laying the groundwork for a new crop of fellow eccentrics like Lil Uzi Vert and Playboi Carti. Starting with a prolific run of mixtapes in the early 2010s, Thug rose by pioneering a weird, ever-shifting flow somewhere between singing, rapping, mumbling, and squawking-pushing rap forward by pulling it apart. From his warped delivery to his radical, gender-fluid fashion sense, the Atlanta rapper (born Jeffery Lamar Williams in 1991) flies in the face of every unspoken rule for what hip-hop is, should, and could be. You don’t get a lot of warning for an artist like Young Thug.
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