POLLS: Did "What A Time To Be Alive" Live up to Your Expectations?

“Walked inside the booth and came out in a Learjet.”

18,207 Hypes 0 Comments

When whispers of a possible collaborative Drake and Future mixtape hit the rumor mill a few weeks ago, the Internet went into an absolute frenzy: fake cover art and tracklists circulated, and the two rappers played into the hype by including each other in Instagram posts and tweets with the hashtag #FBGOVO.  The excitement was for perfectly good reason: either could easily lay claim to the rap game’s current top spot, and 2015 has been very good to both of them.

Drake dropped If You’re Reading This It’s Too Late by semi-surprise back in February, and it’s become the biggest album of the year — in fact, it’s currently 2015’s best-selling digital body of work and has sold over 1 million copies. In between headlining Coachella and hitting the road (with support from Future, of course) on his Jungle tour, he found himself embroiled in one of the most exciting hip-hop beefs in recent memory when Meek Mill decided to call him out for using ghostwriters to pen his lyrics. If the endless onslaught of Meek-maiming memes didn’t convince you that Drake was the undisputed winner of the battle, one only need to look at the music Drake released during the spat: “Charged Up” and “Back to Back” brought the battle back to mainstream rap with the latter being one of the funnest exercises in braggadocio and boast we’ve seen in years, and “Hotline Bling” became an instant future karaoke classic and the unofficial song of the summer’s tail end.

Future has been having a Monster year himself, and is the only rapper who could even come close to Drake’s level of dominance this year. While the Atlanta MC may have first been noted for his affiliation with the Dungeon Family collective, his individual notoriety has been on a steady build over the last five years, and especially since the release of his much-loved 2012 debut Pluto. He dropped a mixtape back in March, 56 Nights, which charmed both fans and critics, and his subsequent album DS2 (released in July) hit #1 on the charts.

When considering the year that these two have been having, the project’s title is all the more fitting: What A Time To Be Alive — a sentiment shared by many excited fans the day of the drop.Drake’s Apple deal meant that it would be premiering exclusively on his OVO Sound show on Beats 1 Radio. The 6 God himself graced the airwaves to introduce the project, talk about the people behind it, share where it got its name, and describe how it all came together over the course of a six-day stretch in Atlanta. The release and reactions were a perfect illustration of the shift in music and media consumption over the past few years: it was akin to a mass online listening party, and Twitter was ablaze with activity as people live-tweeted the radio show like a sporting event or awards show. What a time to be alive, indeed.

Since the initial excitement has worn off and the digital dust settled, reactions to the tape have been mixed.  It’s undoubtedly a hit from a numbers perspective, expected to debut at #1 on Billboard’s Top 200 chart and estimated to sell as many as 500,000 units its first week. The social media activity has been relentless, and you can expect to see lyrics from the album tweeted and borrowed for Instagram captions for weeks and months to come.

Almost everyone has noted the fact this sounds like a Future feat. Drake project: Future’s right hand Metro Boomin serves as executive producer, meaning that the tape plays out in his signature sonic playground, but he also has the best verses, the most noteworthy punchlines and almost double the time on the mic that Drake does. Even some of the content and themes are disjointed: It seems doubtful that Drake would ever release a song called “Live from the Gutter” on his own accord. Owing to all this, the tape lacks a cohesiveness and chemistry that one might expect with both artists in attendance during the creative process, something that is a bit of a rarity in the digital age where long-distance collaboration is both easier, and more common.

That six-day stretch is something to keep in mind when considering the final product. The impulsiveness is a defining factor of WATTBA, and Billboard said it best with their assertion that this tape is a “perfectly timed victory lap.” It might be missing the tightness and executional excellence of a collaborative album like Watch the Throne, but it wasn’t even attempting it. WTT was a grand statement months in the making, positioned as a magnum opus of sorts from both JAY Z and Kanye West in its production style, lyrical content, album art and ensuing tour. Alternatively, WATTBA has always been positioned as a mixtape (made in six days remember), not an album, making it a low risk and high reward venture for both of these artists. Perhaps the lack of pressure or urgency also contributed to what, for some, is a lackluster project.

But when you’re the best, your lackluster is still brighter and better than everyone else, and The Boy and Super Future still offer up some seriously shiny moments on WATTBA. “Digital Dash” and “Jumpman” are good, clean, turnt up fun; and “Diamonds Dancing” brings out the very best in both artists. Coincidentally enough, some of the strongest songs on the project are those that aren’t collaborative — Future on “Jersey” and Drake on “30 for 30 Freestyle.”

With so many angles to debate, and endless differing opinions floating around out there, we’re interested to hear what you thought about What A Time To Be Alive.

Read Full Article

Did "What A Time To Be Alive" live up to your expectations?

Sorry, but you have already voted.
Sorry, but this poll has already ended.
  • Yes
  • No
Thank you for your participation.
0 Total Votes

What to Read Next

Real Memories: A 360° Cinematic Virtual Reality Experience from MINI

Real Memories: A 360° Cinematic Virtual Reality Experience from MINI

A cinematic adventure perfect for your smartphone device.

The Broken Arm x Salomon Present the Salomon Snowcross

The Broken Arm x Salomon Present the Salomon Snowcross

From the snow trail to the casual stroll.

Kendall Jenner, Gigi Hadid & Jourdan Dunn Star in the Balmain x H&M Campaign

Kendall Jenner, Gigi Hadid & Jourdan Dunn Star in the Balmain x H&M Campaign

Let the anticipation rise.

END. x Tricker's 2015 Fall/Winter Collection

END. x Tricker's 2015 Fall/Winter Collection

Footwear essentials for the colder months.

Basenji featuring Oscar Key Sung - About You

Basenji featuring Oscar Key Sung - About You

‘Trackpad’ available now.

Nike Air Pegasus '89 "German Reunification"

Nike Air Pegasus '89 "German Reunification"

Celebrating 25 years of reunification.

More ▾
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. In adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.

Help Support Us

We need ads to keep the lights on and to continue providing free news to our readers. We’d appreciate your support by whitelisting HYPEBEAST on your ad blocker. That way you can keep reading all the great stories for free.

If you have already whitelisted us, simply refresh this page. To find out how to whitelist us, click the button below.


Add Us to Whitelist

We appreciate your support in allowing HYPEBEAST ads. Most ad blockers have similar whitelisting steps and settings. If you need assistance, please contact us.

Adblock Plus

  1. Click on the red ABP icon in the upper right corner of your browser.
  2. Click “Enabled on this site” to disable ad blocking for the current site. In Firefox click “disable on HYPEBEAST”.
  3. Refresh the HYPEBEAST page that you were viewing.


  1. Click the AdBlock hand icon.
  2. Click “Don’t run on pages on this domain”.
  3. A new “Don’t run AdBlock on…” dialog may be displayed in the middle of the screen.
  4. Move the “Site” slider to the right. After that, click “Exclude”.
  5. Refresh the HYPEBEAST page that you were viewing.


  1. Click the uBlock icon.
  2. Click the large blue “power” button in the menu that appears to whitelist the current website.
  3. Reload the HYPEBEAST page that you were viewing.

Firefox Browser

Firefox Tracking Protection may activate our whitelist notice, which can be disabled temporarily for a browsing session by clicking the shield icon in the URL bar and following the instructions.


  1. Click the Disconnect icon.
  2. Click “Whitelist site”.
  3. Refresh the HYPEBEAST page that you were viewing.