The key to Brick Squad’s longevity has always been their divide-and-conquer approach. Gucci stood on his own two feet sonically and personally, Juiceman and Waka did the same. Recently they've extended this model nationally, establishing 1017 branches throughout the country—Bo Deal in Chicago, Tay Don in DC. While few of these rappers quite match the sheer fury of their Atlanta predecessors, it seems to be working as an exercise in brand building. And it's generated some bangers. Here affiliates YG Hootie, Joe Moses and P Smurf (the only Smurf in a red hat) hold it down for the West Coast while producer PrinceNPurps finds a comfortable middle ground between the doom of Waka's neo-crunk and the plod of LA rider music. In keeping with the song's theme, the video features more grow house footage. If you're into that sort of thing.
May 17, 2011