Westside Gunn and Conway the Machine are the closest things to conventional East Coast rap that Eminem has ever affiliated himself with. They arent giddy hitmakers like 50 Cent, nor bizarro pill-poppers like D12; theyre more like Obie Trice, if he only rapped over the most austere Alchemist beats. If they were the Clipse, Gunn would be Pusha T, the flashy, flamboyant personality, while Conway would be Malice, the calculating visual technician, both exposing the hustlers lifestyle but never quashing spilled blood. Gunn built his buzz while Conway was recovering from a gunshot wound in the face from a 2013 incident. Now, they stand in front of one of the biggest audiences in the world: Gunn fresh off his outstanding Hitler Wears Hermes mixtapes, and Conway making numerous guest appearances and live radio freestyles.Though they’ve painted industry numbers to a point—mixtapes, big-name cosigns—they’ve taken an offbeat path to Shady Records. They’re brothers in blood, in business—Gunn managed Conway initially—and in rap. Their streets are Buffalo, NY, but the feel of their records is Brooklyn, Queens, and the Bronx, and their lyrics are indebted to the classics of Nas, JAY Z, Raekwon, and Capone-N-Noreaga. Releasing multiple projects on limited wax with England’s Daupe Records, which now retail on eBay for tenfold, their songs aren’t on the radio, but their faces are spray-painted on murals all over the world. Theyve named their label Griselda Records after the queen of narcotics trafficking, and styled themselves Fashion Rebels, their mugs colorfully stitched on hats, hoodies, and tees that sell out within minutes on Instagram.Gunn and Conway continue the formula of slick NYC brutality over minimalist beats that dont leave your subwoofers in a tizzy. Like post-Roc Marciano acts Ka, Hus KingPin, SmooVth, SonnyJim, et al., their approach isnt the 808 and a drum kit, its the dust-speckled four-bar vinyl loop. Combine that with unmatched chemistry, an in-house producer, Daringer, who rarely works outside the clique, and the unknown ills of upstate New Yorks historically bleak and violent corners, and you get a familiar late-’90s feel with references to Yeezy Boosts, cherry BMW X7s, and sneaker colorist Ronnie Fieg. Their fanbase, which includes Eminem, Royce da 5’9”, and Academy Award winner Mahershala Ali, has spoken: There’s still space for splashy late-’90s East Coast rhymin’ in the era of mumbling for millions.
