Fetty Wap knows what he’s doing.
The New Jersey rapper burst onto the scene in 2014 with his first single, “Trap Queen.” He has released multiple hit singles since then and now his self-titled first studio album is bumping through speakers around the country.
When I try to pinpoint exactly why Fetty is so popular, there are several factors that I find contribute, and they are all illustrated throughout “Fetty Wap.”
For starters, let’s look at how well Fetty has branded himself during his short time in the spotlight. In just more than a year of mainstream fame, the East Coast rapper has created a sort of catchphrase with “Remy Boys” and “1738.” In nearly all of the songs on the album, listeners can hear these said either in the beginning of the song or embedded within the lyrics.
The rapper has said in interviews that he is hoping to turn Remy Boys 1738 into a record label. The abundance of references to Remy Boys and the number 1738 throughout “Fetty Wap” is not only catchy and makes for nice cohesion but also works as an intelligent marketing strategy.
The simplicity of Fetty’s lyricism paired with the neatness of the background music is another strength on the album. None of the songs on “Fetty Wap” are particularly deep or thought provoking, but the minimalism works.
Fetty doesn’t need to rap about much more than his crew, his drugs and his women. He’s an entertainer whose biggest hit is an infectious single about a woman who holds down the house where drug dealers live. And because “Trap Queen” was such a success, it allowed Fetty to stay within the same realm of content on his album without disappointing listeners.
“Fetty Wap” features contributing verses from rappers other than Fetty himself, including nine songs featuring Monty. This creates another layer of consistency throughout the album and adds to Fetty’s development of his sound.
Some would argue the album’s best songs are ones that have already been out on airwaves for months. But the fact that there are 20 songs on “Fetty Wap” allows for more previously-released songs while still offering new tracks for listeners.
The number of songs on the album also gives Fetty room to cover an array of topics and show fans multiple sides of the rapper. In the songs “Whateva” and “D.A.M.,” Fetty shows his romantic side with lyrics like “Everything you do / I swear I adore” and “I treat my girl like a queen / she gets whatever she needs”.
Fetty also shows his vulnerable side in songs like “Again” and “Rewind.” In the former, Fetty raps about a former flame who he wants back in his life, which he makes evident through lyrics like “I cannot see myself without you.” By exposing a more emotional side, Fetty is able to appeal to a wider audience and keep his image from being as one-dimensional.
Fetty Wap is still too new to the game to call a success. But with the potential shown on “Fetty Wap,” it’s safe to say rap fans should get familiar with him.