Finally Rich is major-label debut, but truthfully, there's not a whole lot to distinguish it from the free mixtapes he made while on house arrest at his grandmother's place in Chicago's Washington Park neighborhood. Those tapes, first passed around among southside high-schoolers, were what landed the now-17-year-old rapper his Interscope deal, and apart from a few random A&R'ed guest spots, the label appears to have stayed out of his way. That's a good thing. Chief Keef's music sparked a lot of arguments this year. His youth, his rapid rise, and his association with Chicago's epidemic of gun violence made him 2012’s flashpoint for discussions about what was wrong with hip-hop.
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But he established a simple sound that proved powerfully effective and addictive, and he also showed that it was a sturdy enough blueprint to support multiple songs. If Waka Flocka Flame woke up tomorrow utterly drained of the will to live, he might sound like Chief Keef -- all the unilateral forward motion and aggression, none of the audible joy. Young Chop's crisp snares and hi-hats mimic Lex Luger's (minus the tricky syncopation) while Keef mutters through a thick wall of processing. There's nothing to add or subtract to this sound that could substantially improve it. Fellow Chicagoan Kanye West found that out the hard way when his makeover of 'I Don't Like' was given a public by Young Chop the day after it hit the web. Finally Rich benefits from some professional tweaks in the mix, but otherwise leaves Keef's sound untouched.