Who Is Hip-Hop’s Next Big 3?
Graphic by Noah Weinberg
By: Noah Weinberg
Drake, Kendrick Lamar, and J. Cole: hip-hop’s most prominent superstars of the 2010s. Known colloquially as “The Big 3” in music circles, this trio culturally dominated the last decade. Each of the three all released albums within the last two years, and with each rapper in their mid-to-late thirties, all three hip-hop goliaths have openly discussed their respective retirements. J. Cole has hinted at his final album, The Fall Off, for half a decade now, Kendrick decidedly chose himself at the end of Mr. Morale & The Big Steppers, and Drake recently revealed on a podcast that he’s contemplating the idea of a “graceful exit.”
This begs the obvious question: who will take their place? More than two years into the 2020s, no collection of superstars has stamped their marks on the culture. A member of hip-hop’s next “Big 3” doesn’t just consistently release quality projects. There’s more to it. A titan in hip-hop requires extraordinary musical efforts, a vast cultural impact, commercial success, and, most importantly, longevity. If not for their premature demise, there’s a chance that artists like Pop Smoke, Juice Wrld, or XXXTENTACION could have taken the necessary steps toward the throne. But since no one has unequivocally emerged, here is my prediction for hip-hop’s next “Big 3.”
JID
JID, a 32-year-old Atlanta native, is a Dreamville signee whose special status within the genre has only grown. He’s one of the hottest, most versatile rappers alive with a hall-of-fame level flow. Currently, JID is one-half of the most talked about hip-hop tour right now, the Luvis4ever tour alongside Smino. Fresh off the release of The Forever Story, one of 2022’s best albums, JID is poised to cement himself as an icon in the next five years. The “Surround Sound” rapper oozes pop appeal, sporting collaborations with stars like Doja Cat, Dua Lipa, and Imagine Dragons on their billion-plus-streamed song “Enemy.” With a never-ending hunger and acclaim so widespread, JID has positioned himself as a clear candidate to belong in the next trio of rap superstars.
Travis Scott
This pick may be deemed invalid as Travis has released projects since 2014, but La Flame has all the required traits to be an everlasting megastar. His commercial appeal is uncharacteristic for someone with trap origins. Travis has collaborated with well-known brands like Nike, Jordan, Dior, Bape, McDonald's, Reeses Puffs, Hot Wheels, and Fortnite, to name a few. He’s also been entangled in a highly publicized relationship with Kylie Jenner, so mainstream celebrity media is acutely aware of his brand. Currently, Cactus Jack has the whole industry in a frenzy as his rabid fanbase gears up for the forthcoming Utopia, rumored to drop this June. Even though he’s already an established name, Travis’s crooning-centric style and distinct psychedelic flair lead him to potentially change hip-hop for years to come.
Baby Keem
Two-phone Baby Keem is a beautiful enigma. The Nevadan purportedly burst onto the scene in 2019 with “ORANGE SODA” off his sophomore mixtape DIE FOR MY BITCH. Four years later, his position in hip-hop has risen exponentially. His debut studio album, The Melodic Blue, is an eclectic hodgepodge of west-coast hip-hop and trap woven with unpredictable placements of grunge, RnB, and pop. The Melodic Blue showed the world that Baby Keem is a full-fledged artistic force, and presently, Keem has everything going for him. He’s critically acclaimed, commercially successful, and appears to hold hip-hop’s youth in the palm of his hand. Fresh off an arena tour with his older cousin and current “Big 3” member Kendrick Lamar, Baby Keem is ready to take the following steps toward the growing limelight… and solidify his place as a member of hip-hop’s next “Big 3.”
