When Alyssa Stephens, otherwise known as Latto, burst onto the rap scene with outright banger ‘Bitch From Da Souf’ a statement was made. The surging rapper may only be 23 years old, but she’s set out to become one of the most prolific names to come out of Atlanta. Latto is a go-getter, carrying a relentless energy that has become characteristic of her cut-throat rhymes and braggadocious appeal. She’s raced past Platinum selling records, BET Award nominations and major features alongside the likes of Doja Cat and Future. As the breakthrough buzz settles, it’s time for Latto to make her next move.
Leaving behind her controversial stage name marked a new era, one that manifests across Latto’s sophomore album ‘777.’ The tracklist weaves through Big Latto, the signature hard-hitting persona, whilst turning to the more sensual, R&B production that lends itself to a vulnerability. There’s a sense that the riser is leaning into an increasingly diverse approach, welcoming a pop-centric commercial appeal. This is particularly prevalent on playful single ‘Big Energy,’ which samples Tom Tom Club’s ‘Genius Of Love’. Channeling colourful nostalgia with a lush, groovy finish, the track invites a flood of YouTube comments, detailing how although rap isn’t necessarily their go-to genre, Latto certainly is becoming so.
Other stand-out moments include ‘Real One,’ which takes onboard a Pharrell-esque bounce in its beat, complimenting Latto’s dynamic flows that navigate between the more composed, with the more punching and consistent. Indeed, the R&B cuts are most striking, but Latto’s pen game equally shares the applause. In this respect, the tracklist’s features struggle to leave their imprint, perhaps in need of a more bold, forward-thinking contribution from hip-hop.
Nevertheless, opening tag-team ‘777 Pt.1’ and ‘777 Pt.2’ are explosive in their entrance, delivering bars on bars, flows on flows as Latto charms with her Southern drawl. Alternatively, the blazing ‘Soufside’ is reminiscent of her gradual trajectory, refusing to compromise its truths despite a new-found stardom.
‘777’ is daring and ambitious, paving the way for Latto’s fortunes as she embraces the spheres outside of Atlanta rap. At the end of the day, she’s got it tatted on her wrist…
8/10
Words: Ana Lamond
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