In one sentence we can say we are dealing with the combination of a rapper and an exceptional producer, landed in Seattle, which is fully independent in passing loop on Twitter when I write.
Neither artist is signed, so our money goes directly into their pockets, and their success they need on their own. And it's not small success: Thrift Shop is an international hit, seen 200 million times on YouTube as of March 31, 2013, The Heist is gold. Quirky, funny, good, Macklemore takes us in thrift stores and glorifies the Sappes has-been at very low price. The type has an undeniable charisma and intelligence that has not usually find in hip hop. And that's how the whole album. The guy managed to celebrate the festive life ("Can not hold us"), to advocate for the gay cause ("Same Love"), fighting majors (big record companies) ("Jimmy Iovine"), preach detachment vis-à-vis the money ("Make The Money"), warn against drugs ("Starting over") ... NOBODY did it in hip hop !! The contrast with rappers such as 50 Cent, Lil Wayne and Kanye West who worship money, easy women and are heavyweights of the American industry (good to Lil Wayne's Cash Money deal, indie label, but you see where I'm coming from) necessarily strike.
Macklemore raps fine, varies speed and rhymes, has humor and knows how to make serious cuts without lapsing into melodrama ... and writes excellent texts.
Ryan Lewis produces captivating titles, addictive, festive, present, posed, Enervés No prod ... the whole album is missed.
In summary The Heist is musically excellent, diverse, intelligent, innovative, iconoclastic and moreover very accessible. A turning point in the history of Hip Hop.
