ScHoolboy Q's aggressive, sometimes hostile and snarky vocal approach might be an acquired taste for some listeners, but unlike fellow new school artists like Fetty Wap, Lil Yachty, and Post Malone, who all rely heavily on Auto-Tune, Q's actual vocal performance is 100% him.
On his Snapchat Tuesday, Q amusingly expressed his dislike for the vocal effect, saying, "I bump my own music because everybody use Auto-Tune."
First, the fact that Q listens to his own music while driving is outstanding. And who can blame him? Blank Face LP is one of the best rap albums of the year and it sounds great in the car.
But in all seriousness, while the popular vocal effect, which JAY-Z incorrectly declared was dead in 2009, has led to countless chart-topping singles, the perceived perversion of hip-hop as a result of its usage has become just as annoying as the effect itself.
Some of the most talented, revered and widely appreciated artists of the last 20 years, including Dr. Dre, Eminem, Kanye West, and Snoop Dogg, have all notably employed Auto-Tune. In fact, Q has a record with Kanye ("THat Part") and, at one point or another, has talked about his desire to work with Dre, Em, and Snoop Dogg.
Auto-Tune is to the recording industry what Photoshop is to the photography and advertising industries—a marketing and promotional tactic that is viewed by creators as a necessary evil in order to achieve attention and earn dollars. This conversation isn't about being a rap purist; some people just prefer a little extra sugar on their fruit.
You don't have to like the tactic—I certainly don't—but understand that it's nothing more than a business decision. And if you don't like it there's a simple solution: listen to more ScHoolboy Q.