When people bemoan the state of Atlanta music culture, at least the part that’s picked up, feasted on and pontificated upon by the national media, this is likely what they’re taking about: shallow materialism, empty braggadocio, flash and style over substance. But without pontificating too much myself, I think one of the questions that must be asked is how much we can blame rap stars like Migos for perpetuating the stereotypes and “the world is mine” fantasies that are built into the culture. After all, if Migos stopped making music and disappeared from the media eye tomorrow, the demand for their particular brand of Dirty South hip-hop would still continue to thrive. This begs another question: are Migos part of a longstanding problem or are they serving a legitimate need by holding up a mirror to the young, rich and famous lifestyle that fans demand to see? You tell me.
In any case, as videos go, “Spray the Champagne” is harmless. The footage opens with the locker room celebrations of the Chicago Bulls’ championship era, His Airness himself getting doused with bubbly, before cutting to Migos and their crew doing — what else? — spraying champagne up in the air. It’s a simple metaphor, one that alludes to themes of victory and dynasty, which, let’s face it, is exactly what Migos are trying to build right now, if only in the short term. Watch the video above via WorldStarHipHop.
Yung Rich Nation will be out July 31 via 300/Quality Control/Atlantic Records.
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