There’s something poetic about Lil Baby naming his latest album WHAM (Who Hard As Me) – it’s both a flex and a question, coming from an artist who’s clearly been doing some soul-searching since his last release. After 2022’s lukewarm “It’s Only Me” had critics wondering if Atlanta’s golden child was losing his touch, WHAM arrives as a determined reminder of what made Baby one of hip-hop’s most compelling voices in the first place.
The album finds Baby returning to familiar territory, but with the heightened focus of someone who knows they’ve got something to prove. On standout track “Due 4A Win,” he spits with renewed intensity over stuttering hi-hats and earthquake bass, drawing a clear line between himself and his peers: “From the streets and them ns been rappin’ on beats they whole life, don’t compare me to those ns.” It’s the kind of declarative statement that defined his early classics like “My Dawg” and “Freestyle.”
But WHAM isn’t just about returning to form – it’s about evolution through reflection. On album closer “Streets Colder,” Baby acknowledges his recent creative stagnation with refreshing candor. When he raps about getting outside his comfort zone and switching up the motion, it feels less like excuse-making and more like a veteran athlete discussing their training regimen.
The album’s high points come when Baby lets that self-awareness fuel his hunger. Young Thug’s first post-prison verse on “Dum, Dumb, And Dumber” feels like a moment, with Future completing a trifecta of Atlanta rap royalty. “Free Promo” showcases Baby at his most confident, while “Drugs Talkin” proves he can still craft infectious melodies without sacrificing substance.
Not everything connects. The GloRilla collaboration “Redbone” feels like a missed opportunity, while “Stuff” with Travis Scott seems better suited for a different project entirely. Even the much-anticipated first collaboration with 21 Savage on “Outfit” doesn’t quite deliver on its potential.
Yet WHAM’s strengths outweigh its missteps. Songs like “I Promise” and “My Shawty” show Baby can still craft radio-ready hits, while “By Myself” and “99” deliver the kind of determined flows that first put him on the map. It’s not quite the revelation that “My Turn” was in 2020, but it’s a strong statement from an artist who refuses to be counted out.
In answering his own question – Who Hard As Me? – Baby makes a compelling case for himself. WHAM might not change the game, but it proves that Lil Baby is still very much in it, and playing to win.
