Travis Scott may be just one of the many artists contributing to a new age of music for The South, but he is singlehandedly putting on for Texas, in particular, around the world. Days Before Rodeo, his latest project, showed this impact and a commitment to the soundscape. Now with the videos of songs from the project, though, we are really getting a dosage of the entire package. He is re-constructing the visual aesthetic of the state within the context of today's ever-changing hip hop battlefield. We saw this really grow in the video for "Don't Play" and now with the release of the "Mamacita" video, it is becoming harder and harder to deny the entire scope of the world that is being built around this young man's energy, taste, and power.
Texas has arguably not found it's place in the hip hop world since last decade during the reign of Slim Thug, Paul Wall, and Chamillionaire. I remember listening to these guys heavily in middle school, obsessed with their culture and lingo and style. Unfortunately, it only lasted so long. Oh well, it happens. I was a teenager, I moved onto other music. I didn't realize quite how much I missed the culture from that part of the scene until more recently. So I wasn't rushing to find new Houston talent. I didn't need it in my life. And honestly, it took me a while to get into Travis Scott's music. For a while, I didn't get it. His songs didn't connect with me. Over time he has slowly but surely won me over, at exactly when I cannot even pin point. There's no denying his live show (come on, let's face it - this guy is a true rockstar). He is carving out a path for his city. In the more recent years, Chicago seemed to be the hub of young artists and the music movement. Guys like Chance, Keef, Vic, and Fredo. This year, it has been Atlanta's turn. From Migos to Raury to iLoveMakonnen, they are putting on for their city. They are also putting on for something bigger: The South. So while Atlanta has found it's stride again this year, Travis Scott is doing his best to put a new wave of Houston on the map. This does not mean secluding and isolating himself or the city, however. In fact, two of the biggest upcoming ATL stars right now, Young Thug and Rich Homie Quan, appear alongside Travis on this track and in the video. It can be said that Atlanta and Houston are perhaps the two biggest sources of identity for The South within hip hop. The same way I mentioned earlier about being obsessed with Houston's scene in middle school, I was equally enamored at the time about Atlanta's scene with kings at the time like T.I. and Three Six Mafia. In a genre, culture, and industry that is so competitive - you don't always see artists from different cities working with each other, although the internet has definitely lowered some of these barriers. The artists realized that if they work together, they both win. And why not? If they vibe, they vibe. The "Mamacita" video shows the unity between the two major Southern cities and how it is actually an important piece to the puzzle of helping the whole region flourish.