Edwrds is a talented artist quickly gaining traction, with some of his songs having tens of thousands of plays on Spotify. His newest single “LOOK,” not only grabs attention with the title, but also with the horror-movie-like opening. Soft sinister music shattered by an agonized scream…not exactly a typical opening for a Rap/Hip Hop song. But it works as a strong hook and slams us right into Edwrds first verse. While I admit this is not the kind of genre I gravitate towards, Edwrds’ flow and rhythm are well defined and the song instantly feels catchy. He plays with words and humour in interesting ways, making dark subject matter feel playful; “Maybe take it real slow buddy/ yea I know it real sunny/in the shade it get real bloody/shoot a hole in your lil tummy…”
Overall though, “LOOK” is a song about Edwrds come-up, crowing right at the beginning “if you haven’t heard of me, that is a sad case.” The fast pace of the song, the quick wit, and the bouts of self-confidence give this track a “pump up” feeling. Like the kind of song you listen to at the gym or a party or driving home after work trying to remind yourself you’re “that bitch.” The beat in the background, especially with the little pops of horns, is infectious. That coupled with Edwrds’ decent word choice and consistent flow give the song an edge. It easily sounds like something you could hear on the radio or at a club. And you’ll find yourself singing “I just be elevating/ but i get frustrated/ so i make a story like a illustration/ only confirmation is the green/In a spaceship off a g…” to yourself under your breath all day. It’s an earworm for sure.
Edwrds hails from Long Island, NY and you can feel that attitude coming through in his music. He has already made some minor waves, serving up performances at the 34th Annual 116th Street Festival in Harlem, SXSW in Austin, and the TNT pop-up stage at Playlist Live in Orlando. His fans have latched onto his dynamic performance style and he has amassed a small herd of fans to the tune of 18.5K Instagram followers. “LOOK,” along with his spot in the Boy Of Summer tour this July, might help propel him even further. This is the time to be writing and producing this type of alternative Hip Hop/Rap. Everyone seems to be in love with this kind of narrative, something violent but clever. Edwrds doesn’t mumble as much as some more recent rappers have, which is refreshing. The listener can hear all his words and rhymes which strengthens the track and makes it memorable.
There are a lot of young people trying to make names for themselves in the Rap world, and most of them will barely ever be heard. However, Edwrds already has quite a few ears turned his way. “LOOK” is super catchy, mixed well, and has those cocky lyrics everyone loves. I wouldn’t be surprised if I started seeing Edwrds name crop up on other festival lineups. If nothing else, “LOOK” will end up on a ton of summer playlists and be blaring out of speakers as people bump their way to the beach.