Project Review: Proph Comes Of Age On ‘Hurt’s The New Sexy’

Still in the infancy of his career, Proph has already proven himself to be one of the best lyricists in UK Rap. From early singles ‘High Horse’ and ‘The Calm’ to an outstanding Voice of the Streets freestyle with Kenny Allstar, the Thornton Heath native has developed a reputation for his smart wordplay and emboldened delivery. Having been relatively dormant over the last 18 months since his debut EP ‘Lost In Translation’, this is an artist who is ready to shake things up on his first full length project, ‘Hurt’s The New Sexy’.

A period of creative frustration for the artist was quashed last year with a trip to LA, which galvanised the making of this tape. Kicking off with ‘Therapy’s Expensive’, a spoken word offering that sets the tone for themes of resilience in the face of hardship across the release, Proph then finds the fire in his belly on ‘Trademark P’. There is a bravado and uncompromising nature to his performance on this track, establishing his presence on the project as he arrives in style. 

While the lyricism of this artist is inevitable, what also stands out is his innate talent as a producer. HTNS is entirely self-produced and allows Proph to express different emotions through multiple sonic spaces and genres. ‘High Maintenance’, a highlight of the first half, nods to West Coast influences with layers of R&B, while ‘IG Baby’ featuring Figs0 has an undoubted Neptunes inspiration, even including Pharrell’s iconic four count intro. 

The experimentation does not stop there however, with the titular track chopping a choral sample to create a Cash Cobain-esque backdrop, as well as ‘Rendezvous’ with Jordy supplying elements of Baile Funk. This collaboration sees two of the best pens that UK Rap have to offer dovetailing effortlessly, in what is a welcome change of pace to the project.

There is therefore a versatility to this release that does not feel as if it is a box ticking exercise. Proph shows a level of ease in adapting to the soundscapes he has created for himself, alongside the help of Sphero. Even if the Jerk offering ‘Clout’ isn’t to my particular taste, the diversity of his performance across the project is outstanding. His vocal range is impressive on ‘High Maintenance’ and ‘Sometimes’, as well as cleverly using features from the likes of Ava Joe and Reuben Aziz to add another layer of stylistic variation.

Even with all of this considered curation, where this artist really elevates is on tracks like ‘Heroes Demo’ and the closer, ‘Bittuhsweet’. Both of these show off what Proph can do as a storyteller, with Heroes exploring the dichotomy between the validation of being accepted by those you looked up to, whilst at the same time feeling dissatisfied by your current position. ‘Bittuhsweet’ also plays into those same sentiments of resilience and a staunch desire for more, with the artist comparing his come up to the likes of Raye, Little Simz, and Central Cee, displaying the ambition that this rapper has to reach the very pinnacle of his genre.

UK Rap has been at a crossroads for the last two years as one generation passes the torch to the next, with very little in the way of new talent making a mark in the mainstream. In a recent post celebrating ten years since the start of his career, UK Rap icon Dave shouted out six artists who could take it even further than what he has achieved, with Proph being one of them. Hurt’s The New Sexy is an encapsulation of why the South Londoner can reach these heights, demonstrating a level of poise and adaptability whilst also remaining emotive and passionate. This is a project with real ambition that certainly puts Proph’s best foot forward as he seeks to be the front runner in an exciting new era. Now is the time to sit up and take notice.

Star Rating: 4.5/5