RAWview: Lil Baby - WHAM

Lil Baby’s latest album, 'WHAM', marks a significant moment in his career. Once hailed as one of Hip Hop’s brightest stars, it seemed like Lil Baby had lost some of his drive in recent times, and this new body of workis more than just another release; it’s a statement.

With no full-length project since It’s Only Me in 2022, the stakes were higher than ever, especially in an era where fans are quick to critique. Much of the online criticism stems from the lofty expectations he set for himself. His streak from the 2020 platinum hit 'My Turn' to 'It’s Only Me' in 2022 was nothing short of stellar. However, maintaining that level of excellence is a challenge, and he has struggled to sustain the same momentum and consistency that defined his earlier days.

Track 1 - “Listen Up”: Listen up for real. The album intro is him basically talking us through his journey, the trials and tribulations that made him the rapper he is today, WHAM. Very minimal production so we can focus on what he is actually saying. If you are fan of Lil Baby you will know he isn’t known for interviews or public speaking, so this feels like his alternative to that. A solid start. 8.5/10

Track 2 - “Dum, Dumb and Dumber” ft. Young Thug & Future: As soon as the beat drops on this track, your face screws up immediately, the contrast in style from the intro to the second track is huge. The transition makes you feel like "okay this is where the album starts." A real statement collaboration. Atlanta culture is embedded into this album from start to finish but this served as the first shoutout to the ATL. The three biggest artists to come out of Atlanta in recent times all linking up perfectly on this one. With this being Young Thug’s first verse since being released from prison, this was the most anticipated track and it delivered. 9.5/10

Track 3 - “F U 2x”: He goes back to basics on this one, the title choice should have been a clear indication of the type of time he was on when recording this. ‘F U 2x’ is one of the very rare times you will hear Lil Baby rapping aggressively on a track. It’s almost like he is fighting with the beat, his flow is immaculate on this one though. The vulnerable "all money and no emotion" was a clear message on this one, he doesn't have time to be vulnerable. Not my personal favourite on the album but I know this one will have huge replay value in the streets. 7.5/10

Track 4 - “I Promise”: A lot of talk around Lil Baby has been that he always sounds the same on tracks, this track is enough to silence those exact critics. He goes from a very nonchalant record like 'F U 2x' to pouring his heart out on 'I Promise', "I come straight out a war zone, I'm used to bein scarred up. Can't lie though, that sh** hurt a lil bit" he sings on the hook. The rapper showcases his ability to make music to resonate with the streets and switch it up to cater to a wider audience without losing his message and authenticity. 9/10.

Track 5 - “Redbone” ft. GloRilla: Another highly anticipated collaboration on the album, arguably the hottest female and male in the rap game linking up. I have to say, GloRilla had all the best moments on 'Redbone' which is another testament to the talented female rappers we have in the game right now. The way GloRilla jumped on the beat "Hol' up stop the beat Lil Baby, let me talk my sh**" and that is certainly what she does. Bossy, assertive and confident was the mood for Glo, showcasing she has all the attributes to go toe-to-toe with some of the best rappers in todays game. I would certainly like to hear more collaborations from the due, as this cut on 'WHAM' serves as their first collab. 8/10

Track 6 - “By Myself” ft. Rod Wave & Rylo Rodriguez: Melodies on melodies. 'By Myself' is another example of Lil Baby beating the allegations of always sounding the same. A inspirational street ballad is a perfect way to describe this collaboration, Lil Baby and Rod Wave set high expectations when they linked up 'Rags2Riches 2' back in 2020. This track shows just how much they have grown as artists, from beat selection, to their flow and transitions, 'By Myself' solidified their chemistry when linking up on a track together. Honourable mention to upcoming artist Rylo Rodriguez who has been a huge part of Lil Baby's rise to the top, we can certainly expect a lot from him this year, starting with the CBFW collaboration album which at ATL star will be orchestrating. 8.5/10

Track 7 - “Due 4A Win”: This track has grown on me every since the first listen. 'Due 4A Win' is Lil Baby letting the industry know that his story isn't the same as most rappers. We already knew that he actually started rapping at a much older age, when he was encouraged by Young Thug to get in the studio, to keep him off the streets. "Run the streets and them n***as been rappin' on beats they whole life. Don't compare me to those n***as." Of course with a humble brag like this you have to back it up, he showcases his raw rapping ability to jump on any beat with an effortless flow. 8.5/10

Track 8 - “Stiff Gang”: Whilst Lil Baby knows how to make a great hook, 'Stiff Gang' is another example of when the rapper just straight raps on a track, all verses, no chorus. I prefer a well put together song, elite production, a story/message being delivered and a catchy hook, if this is what you like in a track 'Stiff Gang' is not the one for you. One thing that stood out to me on this track was his ability to switch up his flow and pitch of voice, so effortlessly. 7.5/10

Track 9 - “So Sorry”: My favourite track off the whole album, it has everything. We get to hear the CBFW rapper reflect on his life, be vulnerable and showcase a different side of his artistry. This is the best I have heard Lil Baby sing (with autotune of course), the hook hits differently. It really is a timeless track with huge replay value, I think he had the ladies on his mind when making this one, a bit like his other successful anthems like 'Close Friends'. 10/10

Track 10 - “Stuff” ft. Travis Scott: I had high expectations for this collaboration and I would have preferred to hear Lil Baby handle the hook and Travis jump in for a verse. It felt like the perfect opportunity to have both rappers step outside their comfort zone and showcase a different side to their abilities. Travis is known for being the 'king of hooks' but it felt like they both kept it very safe and played into Travis's strengths which I would have expected if it was a Travis Scott album. 7/10

Track 11 - “Say Twin”: This track really shouldn’t have made the cut, it’s the one track that I feel lets the album down. Whenever you hear any critics speak on the album they will quickly refer to ‘Say Twin’. The lyrics and vocal patterns are very basic. ‘Twin’ is a word commonly used in Atlanta and that is definitely the motivation behind the track. But I have to admit, this one shouldn’t be on here. 6/10.

Track 12 - “Free Promo”: As soon as the beat dropped, you could tell the production was going to be elite, shoutout to Zeus Negrete. Lil Baby flexes his rapping ability and doesn't let the beat breathe, not for one second. I would have rated this track highly but the hook let it down for me, I would have preferred him to give us a timeless hook with better replay value, it all seemed a bit too basic for me. 7.5/10

Track 13 - “Outfit” ft. 21 Savage: Zeus Negrete stikes again, the beat on 'Outfit' goes crazy. This has hook has everything that previous track 'Free Promo' didn't. 21 Savage spazzed on this from the moment he jumped on the beat, another solid example of the undeniable Atlanta chemistry. We haven't heard any new material from 21 in a while so this has raised the expectations on him for 2025. 8/10

Track 14 - “Drugs Talkin”: From the first bar, the subject of 'Drugs Talkin' was very clear, a gangsta being in love and questioning everything about the feeling of being in love. Casuals will listen to the track and enjoy the nice flows and outstanding production but when you peel back the layers, it's a track filled with a lot of substance. Throughout the verse we hear that vulnerable side to the artist, complimenting his women and treating her like a queen. On the hook we see him reverting back to his cautious ways and questioning whether its the 'Drugs Talkin'. 9.5/10.

Track 15 -  “Streets Colder”: Baby takes it back to his roots, giving the fans exactly what they have been wanting. You can hear the passion and hunger in his voice on this one, something we have been missing from Lil Baby ever since dropping his last album. There is no coincidence that he decided to release this track 2 days before dropping the album to showcase what he’s on. Smart move to save this track for the outro, this is easily one of the best tracks he’s dropped in the past couple years. 9.5/10.

Having followed Lil Baby’s journey closely over the years, 'WHAM' feels like a pivotal statement from the Atlanta artist. He reclaims his swagger, making it clear he’s back in top form. Despite the internet questioning his relevance in today’s Hip Hop landscape, this album silences the doubters and shuts down the critics. The online space can be fickle, and many rushed to judgment with hasty reviews mere hours after the album’s release, often based on a single listen or just a few tracks. After taking the time to fully absorb 'WHAM', it’s clear that this is a solid and timely project for his career.

Consistency will be key moving forward, and if he can deliver the kind of run he gave fans in 2020, the momentum from 'WHAM'—already on track to debut at number one with over 140K units sold—could mark the beginning of another dominant era.

With talk of three more projects on the horizon, the question remains: will it be his turn once again?