By Owen Boersch
Tyler, the Creator in the, “Thought I Was Dead” music video and the SUNY Purchase Campus (Photos by Tyler Okonma and Owen Boersch)
In an age dominated by streaming services, and a concern for the “death of the album,” Tyler, the Creator has attempted to change the public’s perspective on album releases with his new project, “CHROMAKOPIA.” And students here at Purchase are buzzing about the album, with singles like “Noid” and “Thought I Was Dead” generating excitement for the release.
“Even as an outsider who doesn’t know too much about his work, everything that I’ve seen from him has been very unique, sort of innovative,” said Nate Gotbaum, a senior and studio composition major. “That’s kind of what I think of when I hear Tyler, the Creator. I always think probably something new is going on.”
The 33-year-old hip-hop artist has had a reputation since the early 2010’s for his rebellious and unorthodox attitude towards the music industry, constantly attempting to uproot the status quo. That has not changed with his most recent release.
Nate Gotbaum, studio composition major. (Photo by Owen Boersch)
Purchase students are known for their rebellious spirit, and Tyler’s art especially appeals to that. It's not only because of the energy surrounding his releases, but because of its content as well. This album is his most personal album to date. The project dives into many topics, such as his concerns about becoming a father, what his father (of whom he has never met) thinks of him, and overall, moving onto different stages of life. By acknowledging these fears, Tyler breaks down the “wall” between him and his listeners, a wall that says, “I am a famous artist, so I don’t have these problems.” Instead, it draws the listener into the music, and makes them pay attention to his writing.
"I think that Tyler as an artist has his own kind of eras thing going on, kind of like Taylor Swift,” said Eme Madeira, a playwriting/screenwriting major, “He always knows to switch things up.”
In June 2015, listeners were introduced to “New Music Friday.” Labels began to realize that people will most likely listen to new releases when they are off from work, and that most often happens on the weekend. New Music Friday has always been motivated by maximizing profits. Tyler, The Creator defied this institution by releasing CHROMAKOPIA on a Monday, which was when music was released previous to the shift to New Music Friday.
Tyler, The Creator and Nardwuar during the Camp Flog Gnaw 2023 Nardwuar Interview (Photo by Nardwuar The Human Serviette)
In Nardwuar’s Camp Flog Gnaw 2023 interview, Tyler said, “people on the weekends, they just want to chill and hang out. So they’re not really listening. But I think if you put it out during the week, man. That commute to work or that commute to school or, just, whatever that is, you really have that hour or thirty minutes to dive in and really listen.”
But more important than the planning of his releases, Tyler, the Creator creates music that appeals to the human artistic spirit. He consistently transforms his sound, or discusses a new conflict. And while a good portion of his catalogue can communicate reflective themes and concepts, he still knows how to keep it fun and catchy where appropriate. It’s the classic hip-hop problem, “Is it righteous or ratchet?”
A group of Tyler, The Creator fans (left to right), Ty Lasher, Isabel Levardsen, and Lilia Qi. (Photo by Owen Boersch)
When asked about what appeals most to students in Tyler’s music, Isabel Levardsen, a psychology major, said, “Lyric-wise, he’s very smart. I think the beats that he uses, some of his songs can be very deep, very emotional, more customized to him. And the other ones are songs that people can have in the background and party to.”
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