Mumble rap

Mumble rap (also known as SoundCloud rap) is a loosely defined microgenre of hip hop music that largely spread via the online audio distribution platform SoundCloud in the 2010s. The term implies mumbling, or unclear vocal delivery, by artists, and it has been used to describe rappers who do not share the rap genre's traditional emphasis on meaningful lyricism, choosing instead to emphasize other aspects of delivery like vibe, melody, and tone.

While the term mumble rap has been taken as derogatory, some have reappropriated the label, and various critics and artists have defended the style as a new phase in the evolution of the rap genre.

Style and etymology
The term "mumble rap" was first used in 2014 by VladTV battle rap journalist Michael Hughes, in an interview with battle rapper Loaded Lux about the style's emergence in mainstream hip hop. There is disagreement over who first rapped in such a style, although its creation has been attributed to rappers such as Lil Wayne, Gucci Mane, Chief Keef, Young Thug, Rich Homie Quan, Migos, Sahbabii and most notably Future, whose 2011 single "Tony Montana" is often cited as the first mumble rap song; however, there have been sources dating as far back as October 2011 of even older releases by other artists. The term was first used to describe rappers whose lyrics were unclear, but the use of the term has expanded to include rappers that some critics claim generally put little emphasis on lyricism or lyrical quality. Some have claimed that artists such as Das EFX and Fu-Schnickens rapped in a similar style years before the term was created. "Mumble rappers" generally rap about drugs, sex, money, jewelry, designer clothing, and partying. Rappers labelled as "mumble rappers" also tend to use the "aye" flow, where they add words such as "yeah", "aye" and "uh" to the start or end of their lines.

"Mumble rap" is nearly exclusively used as a derogatory term in reference to a perceived incoherence of the artist's lyrics. Oscar Harold of the Cardinal Times stated that "mumble rap" is misleading, arguing that the rappers such as Future rely more upon pop melodies and vocal effects, such as auto tune, than mumbling. Justin Charity, a staff writer at The Ringer, argues that the term is unnecessarily reductive and does not in fact refer to one specific type of rapping. He wrote that many of the artists often scapegoated in conversations about the subgenre do not actually mumble, which "is the red flag that the term isn't a useful subcategorization."

There are disputes as to whether some rappers are mumble rappers or not. There is also conflation between mumble/SoundCloud rap and other new generation-led evolutions or niches such as trap and cloud rap. The Cleveland Plain Dealer's Troy L. Smith writes that 21 Savage unfairly gets classified as a mumble rapper.

SoundCloud rap scene
In 2017, music critic Jon Caramanica of The New York Times opined that SoundCloud rap "in the last year has become the most vital and disruptive new movement in hip-hop". Todd Moscowitz, the founder of Alamo Records, called the scene a "lo-fi movement" noting the heavily distorted bass and intentional lack of polish in the sound. When Ski Mask the Slump God discussed the genre's lo-fi sound and recording techniques, he noted, "It was like the worst recording set up, [but] you could set it up anywhere and that was the wave we were on.... The raw energy of that – the distortion – is our speciality and we used that to our advantage." Spin noted that the SoundCloud company has not been able to leverage the popularity of SoundCloud rap to improve its financial problems. In January 2019, citing the deaths of American rappers Lil Peep in 2017 and XXXTentacion in 2018, and 6ix9ine's legal troubles, Stephen Witt of Rolling Stone magazine argued that the SoundCloud rap wave of the past few years was now in decline. The death of Juice Wrld in 2019 has been described as the death of SoundCloud rap.

Criticism
Rappers who have voiced discontent with mumble rap include J. Cole, Hopsin, Chris Webby, Logic, Russ, Joyner Lucas, Taboo of Black Eyed Peas, and Eminem. On his album Kamikaze, Eminem criticized multiple "mumble rappers" after declaring that "The boom bap is coming back with an axe to mumble rap" in the Royce da 5'9" song "Caterpillar". Eminem's diss track "Killshot", which was targeted at Machine Gun Kelly, included a line where he pejoratively called MGK a mumble rapper. Noted rap artist Pete Rock prominently criticized the style for abandoning hip-hop tradition.

Praise
In defense of the style, Justin Charity of The Ringer suggested that the debate is "really about discomfort with how a generation of young musicians has chosen to use their voices in strange, unprecedented ways, and against the wishes of their parents and forefathers." The Guardian compared the style to the first wave of punk, noting a shared "sonic simplicity, gleeful inanity and sense of transgression." The Vibe linked mumble rap to earlier forms of hip-hop, as well as jazz scatting. For The Conversation, Adam de Paor-Evans disputed the idea that mumble rap is a reflection of laziness, suggesting instead that it is an accurate reflection of boredom resulting from the immediacy and speed of contemporary cultural life." Red Bull Music Academy stated that "however they're labeled – SoundCloud rap, emo-trap, mumble rap – one thing's for sure: these rappers are forging new paths, once again pushing the boundaries of what rap is, who it's for and how it's distributed."

Rap pioneer Grandmaster Caz expressed acceptance of the style, stating "It's all good [...] they're a different generation, they do a different thing, they have a different agenda and their influences come from different places." Funk pioneer George Clinton of Parliament-Funkadelic declared himself a listener of mumble rap, stating "we try to pay attention to whatever the new music is that gets on your nerves." Podcaster and television host The Kid Mero dismisses criticisms of the style, stating: "sonically if your shit is wack, why am I gonna listen to what you gotta say? If I turn it on and the beat is kind of annoying, I'm not gonna sit through that just to hear you say ‘lyrical, metaphysical, giftical...’"