With Juice WRLD's upcoming A Deathrace For Love set to arrive tomorrow, the emotional freestyler extraordinaire is already garnering some truly impressive praise. A recent Billboard cover story on the young rapper found Interscope A&R Aaron “Dash” Sherrod championing for Juice in a big way, comparing his upcoming debut to those of Jay-Z and The Notorious B.I.G. "It's his Reasonable Doubt. His Life After Death," explains Sherrod, a comparison that's bound to raise a few eyebrows. "One hundred percent, people are going to be talking about it for years to come."
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It's easy to see where he's coming from in a sense. Remember, he's not speaking directly on the quality, as Jay and Big's respective debuts stand among the canon of essential hip-hop must-listens. Yet approaching it from the angle of longevity, it's entirely possible that Juice's fanbase devours the upcoming Deathrace. His following comments also shed a deeper light on that label A&Rs seek in an emerging artist. "You try to find those career artists: Who's going to be the next Drake, the next J. Cole, the next Kendrick Lamar?" he continues. "Right now, were seeing the new generation—your Juices, your Lil Uzi Verts, your Post Malones. New cats that look like they're going to have some longevity."
Clearly, Sherrod and the Interscope team have put a lot of faith in Juice WRLD's rise, and it's no surprise. The rapper has already amassed some impressive streaming numbers, and has become somewhat of a fan-favorite among the new generation. Given that he's clearly sitting on a deeper wealth of rap talent, it also seems possible that his sound could evolve in a more lyrical direction. Are you excited to check out A Deathrace For Love? Moreover, is Sherrod treading on sacred ground with his Jay & Biggie comparison?
