Happily, Tyler’s dispensed with the rape jokes here (although not, sadly, the word “faggot,” about which more later). And that’s a shame, because for all that it’s way too long and as tiresomely, predictably “offensive” as ever, Wolf doesn’t suck. All this means that the music is almost beside the point. His fans like him because he’s a dick, of course - unsurprisingly, since this technique has been working for musical provocateurs since before the Sex Pistols - whereas the industry at large is fascinated with him both despite this fact and because of it. Music fans and writers alike love a rebel, of course, and Tyler’s warts-and-all personality has been a magnet for publicity and pageviews ever since OFWGKTA emerged, apparently fully formed, from the depths of the internet a few years back. If you were to sum up Tyler in a few words, it’d probably go something like, “Great producer, decent rapper, utter cock.” The reality is more nuanced, perhaps, but Tyler himself isn’t really interested in nuance, and has been happy to feed the monster he’s created as much as the rest of the industry has. There are plenty of decent producers out there. This record sounds a lot cleaner and more polished than any of Odd Future’s previous output - a fact that apparently doesn’t please Tyler greatly - but the production is still top notch. Part of it is his undoubted talent as a producer - like, say, Kanye, he’s ultimately a great producer whose real talents lie behind the mixing desk, not behind the mic. There’s something about him that makes people care. He’s not even Frank Ocean famous - as Stereogum’s Tom Brelhan notes, “’s internet-famous, certainly, and underground-popular, but he’s not Jennifer Aniston.” It’s not like he’s Kanye or Jay-Z famous. ![]() There’s something about Tyler, something that gets people like Stereogum and Consquence of Sound and, y’know, us, penning the sort of lengthy reviews of his work that they’d never dream of devoting to other artists at a similar level, because, let’s face it, he’s not that big. ![]() This is a record that exists as a fait accompli, the creation of someone who’s done a prize job of trolling the music industry for the best part of three years, whose entire career consists of professionally Not Giving A Fuck.Īnd yet, and yet. ![]() For his part, Tyler claims he doesn’t care what reviewers have to say, and neither do his oh-so-charming fans. Really, what is there to say about a Tyler, the Creator album in 2013? Wolf is out tomorrow, and you’ve probably already made your mind up about it, whether you’ve heard it or not.
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