Hip hop changes quite often. It’s sometimes incredibly hard to get a grasp o the current state of things due to its constant shapeshifting and the proliferation of new voices and trends. This, of course, is a great thing. The genre is alive and kicking, and we as listeners get to reap the benefits. Yet, the inflation of new music makes it hard for both seasoned hip hop veterans and rookie beginners to get a foot in; there’s just so much to choose from. So, to all hip hop heads desperately searching for their new favorite producer, here are some that you should definitely check out.
Renowned for his squeaky-clean, fantastically ethereal, animated Toys-R’-Us toys production style, Pierre’s been making waves ever for quite some time now. His signature sound has practically built up artists like Playboi Carti, a frequent collaborator of his. Yet Pierre’s collaborated with other household names such as Kanye West, Young Nudy, Travis Scott, and many others. Pierre has also begun to gain a modest following for his own rap career which he has been cultivating gradually for a few years now. It’s hard not to think of Kanye West’s own transition from producer to superstar rapper. Whether Pierre will enjoy the same amount of success as a rapper is yet to be seen.
Just coming off an incredible series of collaborations with industry veteran Ransom, Nicholas Craven’s production is a peculiar choice for this list. While most producers try to nurture and polish a breakthrough in modern hip hop production, always looking to be on the cutting edge, the driving factor of Craven’s production is wistful nostalgia; inspired by the golden age of classical boom-bap, Craven is one of a few modern-day producers who aim to rekindle the extravagant, wordy flame of mid-to-late-90s rap.
One of the leading voices of the new wave of Brooklyn drill music, Great John’s beats sound as though the winding, dark alleyways of New York were brought to life through a series of mechanical implants and bursts of high-voltage electricity. Taking straight out London drill’s playbook, the production is a bit more technical, a bit more tech-savvy than the kinds of beats that have come to define the U.S. radio mainstream.