#50. Run The Jewels (feat Zack De La Rocha) - Close Your Eyes (And Count To F**k) (#72, 2014)
7th of 2014
I will now present my long and storied history with Rage Against the Machine. One time in the mid-2000s when I was sleeping in someone else's spare room, they had a Rage poster on the wall and I didn't know who they were. Some years later, I had a friend who would listen to music on their iPod and keep saying 'Killing in the name of'. I didn't know what it was. I actually was a little bit familiar with the band because two of their songs, "Guerrilla Radio" and "Wake Up" were both on video games I played a lot. Sometime later, I'd connect the dots.
What always sticks out to me looking back is the 2009 Hottest 100 of All Time. "Killing In The Name" finished at #2. Potentially miles behind "Smells Like Teen Spirit", but the one result said a lot about the triple j audience's general interest. This band that largely came and went in the space of a decade was a tremendously big deal, and well beyond just a phase. There's something to be said of being (close to) the utmost though, which just grants you trust and priorities well beyond the standard. Long lasting megastars stay like that because they command a big audience in a similar way. Promotional budgets can go a long way, but if people want the thing, they'll take it in any form they can get it. Suffice to say, this is not the last, or most notable example of Rage's meteoric impact.
It's one of those things that you have to attribute when you get this. Run The Jewels making it into the Hottest 100 is an anomaly, and I'm not sure we've seen anything quite like it before or since. I suppose I could compare them to other hip-hop artists who've gotten through while skirting far from the edge of the mainstream, but those are usually trendy and youthful artists. El-P & Killer Mike were both close to 40 when they started up this new chapter in their career. It's not like they were hugely popular before that either. This all feels like a successful venture in the same way Rage Against the Machine were, by going harder than anything else around them, taking up that mantle of priority.
The only evidence I can really give to support this is anecdotal. I came across Run The Jewels in 2013, when I saw a message board raving about their debut album. To go back to something I wrote a while back (#142), there's that instinctive resistance to new things that might have stopped me. It's where you start to think something along the lines of 'Nobody has told me specifically that I should listen to Run The Jewels, so it probably isn't for me'. There's an irony in it because the main sticking point for me was the album cover, which conveys the vibe of the duo pretty well. The finger gun pointed at the clenched fist gripping onto a chain with a black background. They've mimicked this with every subsequent album cover (look above for an example), but it never looked quite as threatening as the first time around. It simultaneously warded me off, but also fascinated me like good album covers do. Probably The Dismemberment Plan's "Emergency & I" is the most notable example for me. It's so idiosyncratic that eventually you have to find out what it is, and it's a worthwhile venture.
The first Run The Jewels album lives up to the image. Right from the jump (on the song "Run The Jewels" from the album "Run The Jewels") you're met with their now established style of rapid fire rap, occasionally threatening and boastful lyrics, and El-P's knack for the most sinister production. I had no idea where the energy was coming from, and I hadn't heard anything either of them had made prior to this, but I was certainly enraptured. Beyond the bravado, they had a knack for a good hook. I particularly like "Sea Legs" and "A Christmas F**king Miracle" which both have production that sounds fairly unique, and that sets the general mood for them.
An important aspect to keep in mind with all of this is that Run The Jewels released their albums for free. It probably doesn't count for much now, firmly in the streaming age, but back then it's a great way to spread the word. There's a very big audience for anything that can be acquired legally for free, although it's very hard to gauge it in the world of music. We saw the same thing with The Weeknd, who may well have been a star before he undeniably was, or any number of rappers whose free mixtapes have gained notoriety on par with, or even surpassing that of their studio albums. Mac Miller and another guy I can't name yet have built large parts of their reputations on it, which often goes missed if you only know their charting hits. I'm not saying that Run The Jewels were secretly huge all this time, just that whatever scraps of popularity they did have were difficult to account for. In saying that, I remember catching "Close Your Eyes (And Count To F**k)" climbing up the iTunes chart at the time despite also being on a free album, so I wouldn't say I was completely surprised when the song made the tilt for the Hottest 100, just that I never would have believed it before then.
So with that in mind, "Run The Jewels 2" came out a year later, this time I was ready for it on the day of release. You could say that I was perched for it because I'd thoroughly gotten into all the pre-release singles that had come out. It wasn't just hot air either because the whole project absolutely delivered. I could not stop listening to this thing. I will just say to exemplify that 2014 was the year I listened to more music than any other (particularly at the start of the year when I was averaging over 100 plays a day). "Run The Jewels 2" was my most played album that year, and it came out in late October. The album only has 11 tracks so it's not even buffed by album track bloat. To quote El-P on the opening track, "Jeopardy", 'Run The Jewels is the answer, the question is 'What's poppin?''. It's probably the greatest reference to America's favourite game show since MF DOOM rapped 'do-do-do-do-do, that's a Audio Daily Double' on "Doomsday". Once again, my standout song is the one where the production takes a completely different turn, "Early". There's a certain rock bounce to it and accompanied by a haunting hook by BOOTS. He popped up again on the next Run The Jewels album with another highlight in "2100", but he's also most famous for his extensive writing and production credits on Beyoncé's self-titled album and "Lemonade".
I feel as though I should mention the other noteworthy thing about this album, which is that in the lead up to the release Run The Jewels included numerous pre-order packages. You've got your standard variants, CD, vinyl, T-shirt, various combinations of them. After that, they just started filling out the page with increasingly novel packages. For $25,000 USD, you can have Run The Jewels fly to your town and go to your child's school and tell them to answer any questions the children might have about marijuana, rap music & global politics (you also get a Hot Wheels car). For $100,000 USD, they'll stalk and take revenge on anyone who's ever wronged you and bring shame upon their name and their children's names. For $10,000,000 USD, Run The Jewels would retire from music and just make one song a year for you personally, though all of these higher priced options also had a disclaimer that they might just take your money and not do it. The one that got the most attention was a $40,000 USD option to have Run The Jewels re-record the album using nothing but cat sounds. As far as I can tell, nobody actually went for any of these, but someone did make a Kickstarter campaign to raise the $40,000, which very quickly was met. Run The Jewels lived up to the promise, and "Meow The Jewels" is a real album that exists in their discography, always ready to pounce when my shuffle playlist goes a little rogue. I believe all the excess profits were put to charity too, so some good came from it too. I'm a big fan of the album cover that swaps out the chain for a collar, while all the song titles have been changed to reflect this as well. "Meowpurrdy" is probably my favourite one.
Now, the gap in time between subsequent Run The Jewels albums has been increasing exponentially (so I suppose we should expect the next one in 2028), but they continue to be a vital group to look out for. When your career renaissance comes so late, there's always going to be a quick expiration date on it, so I can't say I'm surprised they've never matched these heights again. They do well though, and there's something to be said of an artist that can have tracks from every single one of their albums populate their Spotify top 10. Their most popular song is actually from "Run The Jewels 3". "Close Your Eyes (And Count To F**k)" isn't far behind, but it's always gonna get a boost from triple j audiences. What better way to meet both vital voter selling points, getting Zack from Rage Against The Machine to record a new song, and voting for a song that has the f-word in the title.
It's actually a bit of a trick going on with how the feature credit comes along. Zack De La Rocha is the first person you'll hear on the song as he sings the song's hook, adding it to the long list of Run The Jewels songs that say 'Run The Jewels' or some variation on it. If you're here for the Rage connection, you might be a little let down thinking that he's just here to mostly just say 4 words and have them looped over and over again. It makes it all the more surprising when you get to the third verse and Zack starts rapping over his own voice. We'll probably never get actual new Rage music, so this might be the closest thing to it. Such is Run The Jewels' power, they even got him to come back for another round on the next album, that time as an uncredited surprise. As previously established, I wouldn't call this my favourite song on the album, but it's so obviously the hit. Much like "Killing in the Name" two decades prior, you can go a long way by standing out aggressively like this. By all accounts this should either be unthreatening dad rap or so corny as to be embarrassing, but it's neither of those things. It's just the ideal meeting of minds.






