Elsmere, Kentucky artist E the Profit has shared his sophomore project, titled 2 Effortless. A former football player who turned his focus to music due to injuries, he developed a name in the rising hip-hop scene of Kentucky through his early singles and charismatic 2021 LP E for Effortless. The follow up to that release, 2 Effortless finds him pushing his infectious sound and nonchalant confidence even further.
Opener "How to Lose" sets the tone for the project with laid-back flutes ringing out atop fast-paced, bouncy percussion and lightly distorted 808s. E the Profit enters with his characteristic relaxed confidence, weaving together cleverly written lyrics entwined in dynamic flows. "R.T.T.B" is an especially catchy offering, with deep bass underscoring subtle, ominous keys. As crisp, snapping percussion locks in a muscular rhythm, he floats atop the beat with an addictive refrain that draws the listener in, before launching into a series of flexible rhyme patterns. "Dutches" brings in a spacier sound with eery synths swirling in layers atop pillowy, heavy 808s that underscore E's buttery flows. Album single "Evergreen" pairs influences from traditional southern hip-hop with forward-thinking stylings to create an intoxicating, immersive sound. The album closes with "Beat Em Down", a menacing track that feels textured and layered, while providing heavy replay value with an ear-worm chorus.
The latest from Kentucky's E the Profit, 2 Effortless blends southern hip-hop with more modern stylings with heavy production and charismatic vocals. Produced largely by Rocco Roy but with Coach Cam on the boards for "Dutches", this project showcases his engaging, catchy sound and laid-back confidence.