(Art by Tyler Farmer)
Millan: A new rapper from Atlanta named LAZER DIM 700 has been climbing the ranks of the internet and industry. He raps memeable punchlines over blown out beats with even more blown out vocals. He leans into the crude vocal chain that Glokk40spaz helped popularize, but sacrifices the musicality that prevents such music from being harsh noise. LAZER DIM’s songs are harsh noise. And they are very annoying. They sound like a turret going off in my head, but work perfectly when chopped into 10- or-20-second clips and repurposed onto social media. Alongside his outlandish personality, which has some people laughing at him, this is where his popularity comes from.
It is not good or serious music. Anyone who thinks so probably has a screen time of 15 hours a day. It’s novelty rap—a bit, a laugh. That’s fine. Good for him. I hope he gets rich off it. To his credit, he is a good rapper without the gimmick. The problem I have is that his music is exactly what the market wants. It’s not something that was pushed back on then slowly accepted over time. It’s something that caught the algorithm.
We saw this in 2020 with 645AR, a once-serious rapper from Cobb County who came up alongside Tony Shhnow and 10kdunkin, but then pivoted to using a cartoonishly squeaky autotune voice on the track “CRACK,” which led to global infamy with the “4 Da Trap” song and video. He signed a massive deal with Columbia Records off the meme, went global again with “Yoga,” then fizzled out. There was serious pushback in Atlanta at the time. Rappers in his scene were pissed (jealous, too, I imagine) that he cashed out on a gimmick. In the wake, LAZER DIM’s ascent seems totally ordinary and acceptable.
“Given the pace of the music industry today, you must do something to stand out as an artist,” is what I imagine people in boardrooms pitching LAZER DIM are saying. His music does stand out, but as a product that generates significant social media traffic. Yet I’m sure it will work in the short term, thanks to the “everything-is-ironic” post-quarantine ethos held within zoomer communities. (Why should anything be serious? The world is collapsing.)
If 645AR (and RMR, too) is any indication, then I’d say LAZER DIM 700 will be known for using a blasted voice off kilter and delivering spastic punchlines. If he tries to switch his style and make serious music, it’s likely he’ll flop. People will want what they came for. It’s a one-time thing unless he can adapt his meme (like Lil Pump successfully did for a few years), take control of his meme (like Lil Nas X so smartly does), or cultivate a fan base that views him as an artist, not just a purveyor of distortion. People enjoy his songs because they are funny and shocking. What needs to be considered is what happens when the novelty of that wears out.