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So white-hot is Ross’ star that he’s the rare rapper able to earn regular airplay amidst the R&B and pop-heavy numbers that dominate the top 40. In between songs and smoke breaks, he sticks to a few catch phrases: hooting out “Let’s blow some money,” “Rozay!” and “Maybach Music” like a pull-string talking doll. He barely moves onstage and his banter is minimal. Yet Ross leaves the rollicking live presence for the hip-house crowd. The bell-ringing braggadocio of “BMF” allowed even the most strait-laced squares to temporarily identify with the Black Mafia Life crime ring, while “Hustlin” had the first four rows so rowdy that you would have thought Ross had stage-dived. Clad in a USC letterman jacket, black jeans and Louis Vuitton sunglasses, the Bon Iver-bearded and barrel-chested rapper ran through an hour-long litany of his greatest hits amassed over the last six years. Barnum, part Biggie Smalls, part Scarface as directed by Brett Ratner. His gift is to make those aspirational ideals accessible he is the avuncular villain inviting his fans to be “rich forever” and to “have a night they’ll remember for the rest of their lives.”Ī Rick Ross show in 2012 is part P.T. On “Aston Martin Music,” he visualized a world of automatic weapons, sweet wine, and luxury goods only accessible to the 0.01 %. On “9 Piece,” he boomed about selling dope on his iPhone.
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Meet the Bawse, the bizarro Springsteen, who identifies with the common man through his singular strain of South Beach surrealism. Credit his ability to parlay a Stay Puft Marshmallow Man-sized persona (and build), gruff but nimble baritone and absurdist boasting into a 24-hour bacchanalia of Bugattis, Maybachs, Louis Vuitton luggage and lavish crustacean-filled feasts. Since transcending his short-lived 2009 feud with 50 Cent, Ross has become rap’s most popular artist outside of the Watch the Throne duo and the Young Money millionaires. After all, empirical evidence exists to the contrary, with 5,000-plus fans cramming into Los Angeles’ Nokia Theatre on Friday night to chant “Rozay” and mimic the Miamian’s trademark “Huhh” grunt.
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The rotund 36-year old rapper also claims that he’s not a star – arguably his most brazen delusion of the bunch. Depending on the circumstance or song, William Roberts II thinks he’s Rick Ross, Big Meech, Larry Hoover or MC Hammer.