PFG, What Does It Mean? Prettyface Gangsta, it turns out, billed as a “new voice emerging from Fayetteville, NC.” (It’s good to see publicists finally moving on from that ol’ “rising force in the music industry” bullshit.) Being a hungry rapper from a marginal city is already a hard road, but doing that in Fayettenam must be extra weird, what with J. Cole looming around every corner & conversation.
PFG is not getting signed to Dreamville anytime soon, although Roc Nation might be taking notes. Yet in our (rightly) paranoid era of “industry plant” allegations, it’s important to note that this single is a moment of triumph for a small independent shop called The Sheltuh Records. That moment was a long time coming, too.
I’m not going to summarize the history behind Bomm Sheltuh: Harold Stallworth already did that over a decade ago for Passion of the Weiss. (RIP Filthe Ritch.) I will also spare you my ruminations about how accurate the “Fayettenam” nickname is, you can read Seth Harp’s “The Fort Bragg Cartel” and decide for yourself how involved USASOC is with the Great American Drug Trade.
All that really matters is the single itself. As Joey Bada$$ recently demonstrated, it is actually possible to fumble a Conductor Williams beat. PFG’s opening stanza did not inspire confidence, but once he gets cooking around the one minute mark, he proves himself to be a compelling technician with a fresh spin on East Coast lyrical fitness.
“RED STRIPE” is such a crushing canvas, however, it’s hard to judge. This is so good I could listen to three verses from Paul Barman, so I had to check out PFG’s other recent work. It turns out he’s an excellent rapper, and versatile, too.
“Letter To The Ville” is an equally strong but completely different single, weary street testimony over a gorgeous soul beat. “LIFE AFTER RISK” is exactly what you’d expect from NC gangsta rap, the kind of ice cold club music that Petey Pablo used to destroy. The fact PFG is equally comfortable, and compelling, in both lanes is all the proof I need: he’s got the gift. This cat is a natural talent.
What is natural talent really worth, though? From here, it’s all up to God and that motherfucker has an inscrutable sense of humor. Prettyface Gangsta, for all his skills and hard work, is now in same position as Cousin Stizz: trying to convert local support & momentum into national attention.
I suspect his competitive edge will prove to be a management team who know, firsthand, that next step up is more impossible than inevitable. PFG is a genuinely interesting new voice, though, and miracles happen out here every day. Jah Bless & good luck. Four Dickies.
