All the while, Kenny Beats matches KEY!’s manic lyricism stride for stride. The next, he’s opening tracks with the subtle flex of a “Messi/messy” rhyme. One second, KEY! is crafting hooks about rocky relationships around Kristi Yamaguchi references. Amidst all of this work is the sheer insanity that is 777, an album that embodies the tireless search for completion and frenzied energy at the apex of luck its name suggests. The 27-year-old has produced the most important rap-song-made-by-an-Internet-comedian this year in Zack Fox’s “ Square Up,” helped engineer the sound that blew up Rico Nasty’s Nasty, has a vault of 03 Greedo tracks sitting in a hard drive somewhere on Grape St., produced a chunk of Vince Staples’ scorching album FM!, and co-authored five tracks for Freddie Gibbs’ Freddie. The return of Kenny Beats has quite literally set the hip-hop world ablaze in 2018. Lucky for KEY! (and the rest of the world), Kenny Beats tossed aside the financial security of EDM touring to come back to the sacred temple of hip-hop and hasn’t looked back since.

As revealed in an interview with The FADER, Kenny started making beats in high school, interning with RCA, and ultimately producing for members of TDE, but during college, the lucrative temptation of EDM lured him out of his Kenny Beats persona into a career stint as DJ Loudpvck. The next step of KEY!'s career was made possible because of a connection with another hip-hop journeyman: producer Kenny Beats. Since then, KEY! has made standout appearances on various songs and projects, most notably alongside iLoveMakonnen on Father's 2014 cult classic ' Look At Wrist,' silently littering hip-hop with his flows and infectious ad-libs like the demonstrative “Hello!” he employed early in his career, and eventually touring with A$AP Mob after appearances on Cozy Tapes, Vol. KEY! has been a presence in hip-hop, if an underrated one, for the better part of a decade, founding the Two-9 collective in 2009 and releasing solo mixtapes as early as 2012.

The only luckier happenstance I can think of is stumbling upon a producer who is willing to match every idea and flow you can dream up, one who is capable of delivering the mesmerizingly pounding trap of “Dig It” or the warbly synths of “Hater.” And this is exactly what 777 is: a combination of personalities, talents, and musical minds that fit together better than too much alcohol on a Friday night and too much coffee and greasy breakfast on a Saturday morning. Seven is considered lucky in many Western traditions and explains the ubiquity of the number on slot machines all over Las Vegas and the world-lining up three sevens in a slot machine is often the luckiest and best outcome. We respond promptly to all Copyright Infringement Notices.Coincidentally, seven is also Sin City’s favorite number.

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