Offset, Set It Off Album Review
By B. Sims aka ‘Urban Music Enthusiast’
SET Season is upon us, and this album release marks the official expansion of Offset’s solo artistic portfolio. This project arrives, almost 1 year after the tragic passing of his beloved group member and relative Takeoff and 2 months after the release of Quavo’s 1st solo album. Set It Off was originally scheduled for release last Spring, but delayed due to the passing of Takeoff. Releasing a solo project as a new solo artist, after historically being a member of one of the most beloved Hip-Hop groups of all time comes with understandably high expectations and a large margin of error for missed expectations.
Since the release of his previous solo project Father of 4 in 2019, the Migos released their final project Culture III in 2021, dismantled in 2022, and Takeoff and Quavo released a joint project Only Built For Infinity Links also in 2022. Tragically, Takeoff was murdered one month after the release of Only Built For Infinity Links, in November 2022. Unknown to many fans during this time, Offset also attacked and conquered his lean addiction during the group dismantling and immediately thereafter welcomed his second child with his wife Cardi B, Wave, into the world.
A combination of incredibly unfortunate and fortunate events has contributed to the musical compilation we are receiving from the new solo artist and now Father of 5. This is undeniably the most evolved, intentional, and authentic space Offset has ever created art from.
Set It Off, Offset’s Sophomore album, contains 21 tracks, including 9 features. Most notable features include two from his Wife, Cardi B along with Travis Scott, Future, Chloe and Latto.
The maturity of his Manhood and Musicianship, on this project, is PALPABLE. He is pushing necessary boundaries in production (not including MetroBoomin and Southside) and A&R that are necessary for elevation, for an artist at this juncture in their career. Years of adolescence studying Michael Jackson and James Brown are reflected in the seriousness of his showmanship, as a a new solo entertainer. There is something special about hearing an urban artist create, who was first a fan of urban music and has studied it over time only to perfect their craft while also paying homage. Offset is a fan and student of his craft, and it is so evidently reflected in his creative process and execution on this album.
There's no denying that the production and samples are the most enjoyable aspects of the album. Male rappers often make rap music without keeping female interest in mind, full of abrasive bars and aggressive trap beats. Although the Hip Hop genre is male-dominated, female listeners across all genres are more likely to support artists over the long term through streaming service commitment, repeat listening, and concert attendance. With that in mind, this project is sprinkled with smooth beats (Princess Cut, Buss My Watch, Dissolve), top female artist features Cardi, Latto, Chloe), and purposeful bars that are palatable. It is a delicate balance between pleasing the ears and matching energies across genders, but it seems Offset has begun to sharpen this unrefined skill on Set It Off.
In no way I am placing Set It Off, in Rap Album of The Year category, however, I do look forward to the continued evolution of his solo artistry over time and will absolutely be in attendance when he goes on tour in 2024