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Emay is back, and he’s still a very good rapper. His sound may never lend itself to a radio hit or a mainstream sing-along, but the Canadian rapper/producer never fails to deliver some of the smartest, most powerful hip-hop being made today. Emay’s lyrics aren’t rooted in showboating or posturing, but he exudes confidence with each deliberate word. It’s been over a year since we’ve heard from him, but we’re glad Emay is back.
“Blaow (That Hurts)” was produced by Chef Byer. Emay says his full-length album is 95% finished, entirely self-produced, and called Ilah. “In the context of the project it has to do with Ideas as deities,” Emay says about the title via email. “In that we serve them by acting upon them. There’s a lot more to it, but that’s a brief explanation.”
