All right. We have to get this out of the way. No one is actually fooled by this will-they-won't-they act that Columbia and Def Jam have been pushing between two of their artists, Dej Loaf and Lil Durk, are they? I'm definitely not one for keeping up with manufactured celebrity relationships but damn, if this isn't the worst job I've ever seen. It's a fact at this point that there are few at the upper echelons of hip-hop that know how to market a female act, evidenced by the fact that Nicki Minaj is the only female rapper recognized nationally right now. In an attempt to find a way to endear the rough-edged Dej Loaf to fans, they have gone about putting rumors on the blogs and radios, etc. insinuating there might be a budding relationship between the two Midwestern rappers. It makes sense, sort of. Drill has abandoned Lil Durk and his contemporaries have yet to reach his level of label-backed success, but this is a sell-out move in the truest sense. I'm pretty sure this isn't the first time Dej's camp has tried this tactic either, as they tried to tie her to Chance at SXSW back when she was "independent". Squadded up with the labels now, it looks like she's doing whatever she can to stay relevant with Durk, offering up a pretty bummy verse and selling us less substance than a McDonald's order.
The whole thing was a plant in Billboard originally before No I.D. called the single a "potential hashtag moment". Sure, maybe Durk and Dej (also the chorus for the song...) are living a happy life together, but more so it appears to be a cheap marketing scheme that both parties have taken on themselves.
As for the track itself, I'm really waiting for Durk to get rid of this autotune garbage. He can rap and his early stuff that I vibe with had much less of the vocoder work throughout. As he nears the release of his album 300 Days, 300 Nights, it seems that this particular faux relationship is set up to work in Durk's favor anyway. Sigh. I don't know why I spent all this time on this one.