Some time into developing a working relationship with Gucci Mane, Chief Keef began referring to himself as “Big Gucci Sosa” in homage to one of his oldest influences. There are plenty of parallels in their respective impacts on rap, and nowhere is this more apparent than when Keef adopts a role Gucci played long into his own ascent: accomplished collaborator of prolific Atlanta producer Zaytoven.
Keef and Zaytoven’s GloToven is the duo’s second full project together, following 2016’s Camp GloTiggy. GloToven is shorter by a full six songs and, as such, plays as a more concentrated effort. Zaytoven is well regarded for his ability to weave a singular thread through batches of his production (twinkling piano is one of the producer’s stalwarts), and Keef’s voice—gruff and tonally consistent—is likewise nuanced in his variations of its delivery. Outside of maybe “Petty,” which is a full-on R&B song—Keef’s singing voice is charming in the way a friend’s would be if you were eavesdropping on him singing alone in the car—Keef maintains a straightforward rap style that never does more than the production would want it to.