Uprising rapper Joey G makes his entry on our site with his latest project titled If Not Now Then When. The 11-track body of work is a collection of songs he recorded over some years and now he has decided to share it with the rest of the world.

“U Know” is the opening track of the project and starts with a sombre piano loop and thick 808 drums. Joey G then comes through with his laidback flow and reflective lyrics laced with bravado elements. He reflects on the past and reminds the naysayers that he is always standing on business. The next track “Video Game”  features LUVENGE and the duo trade bars in tandem and showcase their distinct styles. They employ the video game theme to some extent and flex their verbal biceps over the punchy soundscape laid before them. “Come Back In Due Time” is a dark trap cut with changing elements and is a display of rap schemes from Joey G and 2kJay. The next track “Raheem Mostert/JoeyMFG” has a Bay area bounce and a moody texture underpinned by Joey’s baritone vocals and laidback cadence.

LUVENGE once again appears on “KMNW”, the track has an emo-trap aesthetic and is made up of dark and atmospheric soundscapes. The rappers deliver their verses with a sultry melodic approach and expressive raps that show listeners their exquisite lifestyle.“Never Gon’ Last” is another collaboration with 2kJay and both continue their bravado and expressive flows over the summer-tinged production. On “Liberty City” and “San Andreas”, Joey G gets into the zone with his raps and delivers solid performances over lush soundscapes. “Liberty City” has a throwback soul sample and punchy drums while “San Andreas” has a bass-heavy bounce and sees Joey’s reflective side come to life.

“racks grow faster, then bitches follow after” is an unexpected switch up from the previous tracks. Here Joey employs a lofi boom-bap backdrop reminiscent of ATCQ and De La Soul. Joey and cohort LUVENGE sound comfortable as well and give us a glimpse into their lives and daily struggles. The last two tracks “Last Dance” and “Really Don’t Want It” are funk-pop-dance tracks that go off-centre compared to the rest of the songs on the project and while they show Joey’s versatility and to some degree a cool addition, I feel it is just too far off-tangent for the project.

Overall,If Not Now Then When is a good introduction to Joey G’s artistry and gives new listeners a taste of what to expect from the rising artist.