Rap Comebacks: Lil Baby, Jack Harlow, and SOB x RBE Release New Projects
The three artists released albums on Friday aimed at recapturing past success after periods of career instability.
By Oliver Bennett ·
Lil Baby, Jack Harlow, and the Bay Area group SOB x RBE released new music on Friday. The three projects represent distinct attempts to reestablish artistic momentum after periods of shifting public perception. Lil Baby released the album FRESH, Jack Harlow dropped the EP Sweet Action II, and SOB x RBE issued the reunion LP From the Land.
Lil Baby, who rose to prominence in the late 2010s, has maintained top chart positions for every album since 2020. Despite this, questions regarding his creative decline have persisted. In a recent interview with Popcast, he described his drive as that of a "natural-born hustler." He stated that making hits is essential to his continued production, noting that if he cannot create hits, he will stop making music. He clarified that for him, making hits refers to the act of showing up to work rather than specific performance metrics.
Jack Harlow is attempting to return to the style that produced his breakout hit, "Whats Poppin." His previous release, the March album Monica, marked a sharp aesthetic shift toward a neo-soul sound. Sweet Action II serves as a sequel to his earlier EP Sweet Action. The new project features a laid-back verse style and includes a feature from Babyface. The EP also samples Tank, aiming to bridge Harlow's current artistic direction with his earlier pop-rap identity.
SOB x RBE, a crew from Vallejo, California, is releasing a reunion album after a seven-year hiatus. The group was a central figure in the late 2010s revival of hyphy music. Their active period ended after members signed solo deals and member Lul G was found guilty of murder in 2019. The cover of From the Land depicts the three remaining members looking up at a sky projection of their logo. The album aims to rekindle the group's collective energy after a long break.
These releases occur against a backdrop of changing industry metrics. Lil Baby recently told Hot 97 that while hip-hop as a genre has seen a decline, he remains central to it. He stated, "Hip-hop has fallen off, but I'm hip-hop." This comment reflects a broader debate about how artists measure success in a streaming era where traditional chart formulas are being reworked.
The new projects offer different approaches to the challenge of maintaining relevance. Lil Baby focuses on productivity and consistent output. Jack Harlow leans into familiar sonic elements to reconnect with his original audience. SOB x RBE emphasizes group cohesion and shared history. Each release attempts to address specific gaps in the artists' recent catalogs.
