FRIENDZONE - FORGOTTEN PRODUCERS IN HISTORY ?
Cloud rap is a minute sub-section of the larger hip-hop genre but holds such a huge part in my heart. Friendzone breathed so much life into the sub-genre and I think it's time to pay them their dues.
In the ever-evolving landscape of hip-hop, few acts have carved out a niche as distinctive as Friendzone. Emerging out of Oakland, California, this enigmatic duo, comprised of producers James Laurence and Dylan Reznick, emerged in the early 2010s, as pioneers of the ethereal sub-genre known as “cloud rap”. Their music blends dreamy, atmospheric beats with elements of trap and electronic music, creating a sound that transports listeners to a hazy, introspective dimension.
Friendzone first gained recognition with breakout hits such as “Perfect Skies” by Main Attrakionz (2011) and “Fashion Killa” by A$AP Rocky (2013). These two songs were tectonic contributions to the incipient cloud rap scene. The latter was where I begun taking note of the dynamic duo’s artistic star-power. I was so enraptured by the staccato yet smooth composition of the production. Even up until now, every time I re-listen I’m still in awe at how the production retains it’s crisp sound after a decade. Their breakthrough mixtape “Collection I” (containing Fashion Killa”) released in April 2012, it received critical acclaim for its innovative production and hypnotic melodies. It solidified their status as trailblazers in a rapidly-growing sub-genre. The duo’s instrumentals were played at introductory sets to various rap and electronic artist live performances and this made their notoriety soar beyond the confines of the underground scene.
The group capitalized on the success of Collection I and decided to push their artistic boundaries with “Collection II”, releasing in October 2012 and “Collection III”, which released in October 2013. These projects maintained the staple yet refined musky + mesmerizing Friendzone sound, while simultaneously exploring untapped sonic territories. Both these subsequent releases showcased their evolution as producers, incorporating sophisticated melodies, varied instrumentation, and introspective lyricism. In between their crucial “Collections” releases, the duo also released other bodies of work such as “Kachiburu Network 3” (2013), “While U Wait” (2015) and “808s and Dark Grapes III” (2018).
Out of all the duo’s releases (LP’s and EP’s combined), I feel “Collection II” stands alone at the mountain peak of their work. Everything there is to admire and enjoy about their music is heavily prevalent within that particular album. Qualities such as the peculiar sample choices, ethereal synths, layered electronic + hip-hop interpolations and those classic beat chops that create that staccato rhythm that brings their music to life. Collection II was an avant-garde infusion to the cloud rap genre that could really only be done by the duo as no other production group has been able to capture the effervescent essence of cloud rap since them. The album is littered with a multiplicity of “heaters” such as “5318mi”, “Solarflare”, “Satfinal”, “Yorha” and of course the blockbuster hit “Fashion Killa”. It’s been 12 years since the release of the album and it stills preserves its spell-binding capacity. A true gargantuan of its time.
Anyone who knows me knows how insufferable I can be when talking about “Peso” by A$AP Rocky and how it shaped the person I am today. My friends could even tell you about the perpetual running joke of me highlighting the video on X (Twitter) by saying “You guys already know what I’m going to say next”, swiftly followed with “I’m never changing my avi”. In this sphere of acknowledging this song and its importance to my adolescence, I’ve rarely displayed a similar level of adulation towards “Fashion Killa”. However, I’m immensely convinced that I’ve listened to the latter a lot more than the former. I feel this gives an indication as to why Friendzone have been somewhat under-appreciated from a personal + wider perspective. Albeit I wasn’t a devoted Main Attrakionz listener, I always pressed play on “Perfect Skies” whenever I stumbled across it because of the star quality that producer pair infused in the song. The same can be said about “Solarflare” by Yung Lean, the song appeared on his 2013 debut album titled “Unknown Death 2002”. This was another case of Friendzone’s production being the standout on the entirety of the track. Jonatan Håstad (Yung Lean) delivered bright performances on the album with songs like “Hurt”, “Emails” and “Nitevision” but “Solarflare” was the only song where one can say he was “carried” by the magnificence of the production on display.
With such a distinct sonic palette and boundary-pushing experimentation, Friendzone continues to enthral listeners with deeply enchanting soundscapes. I’m very grateful for the memories that their music left with me as they were cultural cornerstones to the sonic framework of my fledgling adolescence.
Sadly, James Laurence passed away on January 31, 2017 due to a lung infection and this caused Reznick to announce the halt of potential future releases. Their legacy as pioneers of cloud rap remains intact in the hearts of fans, cementing their place in the annals of hip-hop history.