Ivan The Greatness Drops New Single/Video

Conceptually speaking, there’s nothing elaborate about what Ivan the Greatness is producing in the new single “Power 2030.” From top to bottom, this is the kind of rap song that speaks to formulaic standards in the genre today more than it does the rebelliousness of its critically acclaimed past, but within that decision to stick to the basic, I think Ivan finds an interesting platform from which to reach a larger audience in this release.

There’s never an instance in his performance here where he sounds anything but on his game – his lyrics are lean, his delivery is mean, and his general grasp of emotion through little more than his vocal leaves us wondering if he needs any sort of a beat at all to tell us a story. Essentially, this is a rapper who is making vocal showmanship the center of our attention in his new single as opposed to the virtuosity of his studio skills or even the catchiness of a specific hook, and if you love a sweet surprise when you’re listening to the stereo, “Power 2030” just might be packing exactly what you needed this June. 

Basslines, drums, vocals, synths, samples – in this single, it all comes down to one thing and one thing alone, and that’s execution. The spot-on precision that Ivan the Greatness brings to the table in this piece is probably the most exciting part about “Power 2030” from a fan perspective, but as a critic, it suggests a creative viability that could be molded a lot of different ways depending on the kind of direction the artist wants to go in moving forward. The structure of this song is entirely simpler than the status quo calls for, but I think this is the case because it can be.

Considering the kind of ability that this man is working with, I don’t believe including a lot of fat in this track would have done him any favors (the opposite, in all actuality). Outside of his actual part in the booth, Ivan’s mix here is another deal-maker in my book, as it equally spellbinds the audience and teases us with the possibilities of what might be sitting on his professional horizon. I haven’t heard the complete tracklist of any upcoming full-lengths just yet, but I’m hopeful they wind up reflecting the same ambitiousness this single does

I only just found out about Ivan the Greatness a little while ago, but he’s off to the kind of campaign start with his career that I do not often see in this industry, no matter the genre in question. Rap is by far the most competitive and cutthroat game to be in right now, but I dig how relaxed my man is when he gets into the verses here; it’s like he’s only concerned about the story he’s building and nothing else. Attitude is so important when trying to ascend the ranks of any music scene, but in this player’s case, I think it’s going to be credited with elevating him out of the underground and into the mainstream well ahead of his rivals. 

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