Against Quan’s cold-soul crooning, Thug angled his voice into bright and bold directions. But after that, Birdman reconceptualized Rich Gang as a sort of reborn Outkast, pairing rapid-rising ATLiens Young Thug and Rich Homie Quan. The colorful Rich Gang album, which arrived in 2013, included such mainstream artists as Lil Wayne, Nicki Minaj, Busta Rhymes, and Mystikal. Initially, it was a way for Birdman-co-founder of Cash Money-to showcase his legendary label’s sprawling roster. Rich Gang’s aesthetic is best understood as a giant Cash Money hand rub. If Biggie defined the bling era with “money, hoes, and clothes,” then Rich Gang brought it to delirious new heights nearly 20 years later with “marble floors, gold toilets, and chandeliers.” So proclaimed Birdman, the supergroup’s ringleader and spiritual guide, on the Young Thug track “Givenchy” from their classic 2014 mixtape Tha Tour Part 1.
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