For Rich, who has noted that he does not write his bars down, but rather, “I just go in there and-boom,” his enthusiasm doesn’t make up for his lack of styles and flows. While his voice suffuses the album, it exhibits only a handful of emotional states. Rich shows off his lyrical styling, but even that remains far from revelatory. The clarity of the leadoff bleeds into the glut of trap motifs that is “New Freezer,” wherein Rich gladly ingratiates himself with the album’s talking points: money, women, cars, and big jewelry. “World Is Yours” lays out the devil-may-care posturing and slight bits of humor (“No Biggie but I used to trap in the Coogi”) that listeners should expect for the next 40-plus minutes. The title track is a comparatively honest introduction, lacking in the “yuhs” and “ayys” that soon begin to overwhelm and distract. While the Rich the Kid we meet on The World Is Yours clearly considers himself a big-leaguer, the album is short on the deftness and polish that was promised on “New Freezer.” He ably deploys the standard stop-and-go triplet flow across its 14 tracks, but does so without ever shifting from a self-limiting rap model, leaning heavily on concussive, bass-heavy beats and lyrical contributions from a bounty of veteran and trend-setting artists. Rich the Kid, a demonstrable talent with his own imprint (Rich Forever) rode into the mainstream on a wave of critical enthusiasm and industry interest atop “New Freezer.” That it includes the holy grail of features from Kendrick Lamar suggested that, yeah, Rich’s made it, but the album that came with the explosive single rarely shifts out of a default rap scheme. The current generation of rappers, particularly those coming out of the trap music bull market that’s housed in Atlanta, typically arrive onto the scene atop viral hits.
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