BIA, the 31-year-old Massachusetts rapper, has been making waves in the hip-hop scene since signing to Pharrell Williams’ I Am Other record label back in 2014. With a musical style characterized by swagger and bravado, BIA exudes confidence in every rhyme she spits. After a label change to Sony in 2020, BIA’s single “Whole Lotta Money” with Nicki Minaj went viral on TikTok the following year. With a viral single complete with impressive penmanship, BIA solidified her position as a name to remember in 2020s hip-hop. Now, with her newest album, REALLY HER, BIA emphasizes her standing as a true rapper’s rapper.
Clocking in at just over 20 minutes, REALLY HER is certainly a concise listen. The album’s production is dominated by nocturnal 808 beats, creating a dark and menacing atmosphere. While the soundscape occasionally tiptoes towards being one-dimensional, the album’s short length keeps it from becoming repetitive, ultimately leaving listeners craving more.
Cover Art For BIA’s New Album
One of the strengths of REALLY HER lies in its collaborations. BIA enlists the talents of Juicy J, Swizz Beats, J. Cole, and producer Timbaland, which add some necessary layers to the project. The collaboration with J. Cole on “LONDON” is a standout track, with Cole demonstrating his lyrical prowess and even experimenting with an unexpected British accent. His impressive internal rhyme scheme makes this song instantly playlistable.
BIA’s own verses are marked by honesty and authenticity as she fearlessly delves into her personal perspectives and life experiences. On “FOUR SEASONS,” she addresses her role as a successful woman in hip-hop, confidently rejecting stereotypes and society’s sexual expectations.
One notable aspect of REALLY HER is the brevity of its tracks, with all but one being under three minutes. This reflects an understanding of Gen Z’s short attention span, as BIA keeps things moving constantly to avoid dull moments. While this approach allows for a quick and engaging listen, it also leaves room for growth in lengthier tracks in the future.
Listen To REALLY HER Here
The album’s closing track, “I’M THAT BITCH,” featuring the legendary producer Timbaland, is another standout. BIA’s swagger takes center stage on this track, reaffirming the album’s title that she’s “REALLY HER.” However, the real gem here is Timbaland’s masterful production, blending contemporary drill elements with the bounce and playfulness of southern hip-hop from the early 2000s. The result is an irresistibly catchy and vibrant song.
BIA put out a really solid album in REALLY HER. She displays her talent as a rapper while leaving room for experimentation in future music. Her authenticity shines through every track, making it clear that what BIA does well, she does really well. While the album’s production occasionally flirts with bland repetitiveness, the project’s brevity and features keep the listener engaged. With her career still on the rise, REALLY HER cements BIA’s status as a legitimate artist with a beaming future ahead.
