Either way it goes, contentment with an award show’s nominations will likely never happen. In some cases, we get excited that our favorite artists are nominated, but shortcomings of victory flaw the moment. Nonetheless, the music doesn’t fall short of our auxiliary reach. Many have quoted this article on Twitter, calling it “album of the year.” Without comparing Travis’ previous work to his latest, BITTSM prospered through 2016.
Epic Records Vice President of A&R Sickamore, shared a picture of a wretched Travis Scott— reacting to the Grammy nominations—Scott responded to Sickamore’s Instagram post with “so hurt man.” Released on Sept. 2, BITTSM was premiered on Beats 1 Radio. As Travis shared each song off the album, a joy-filled moment surrounded speakers everywhere. The engine revving begun back with his Young Thug and Quavo-assisted single “Pick Up The Phone.” The single peaked at No. 43 on the Billboard Hot 100 and No. 12 on the Hot Hip-Hop/R&B charts. “Birds in trap sing Brian McKnight,” Quavo vocalized through auto tune during his verse of the song. “That’s what brothers are for!,” Quavo responded to Travis thanking him for the inspired album title.
When it comes to putting together an album of music, Travis Scott knows where to drive his vision. Accustom to being behind the production, he focused more on his lyrics, as he’s been doing for his freshman and sophomore efforts. Bryson Tiller, Kendrick Lamar, 21 Savage, Nav, James Blake, Kid Cudi, Quavo, The Weeknd, Young Thug. I mean, the list goes on, taking each of these artists and properly fitting them into the mold of the album. The production was handled by Frank Dukes, Nav, Cardo, TM88, Honorable C.N.O.T.E, Allen Ritter, Murda Beatz, WondaGurl, Vinylz, Boi-1da, Mike Dean, and more. Travis had all intentions of making a monster album. Removed a year from his “Antidote” single and Rodeo album, it was impressive to see the energy put into this body of work.
Birds is Travis’ first No. 1 album, which is a huge milestone in his career. In the opening week, Birds did 88,000 in equivalent album sales and 53,000 came by way of traditional album sales. The album finds its way onto countless “end of the year” lists but doesn’t find its way to a Grammy nom. Either way it goes, BITTSM was a highlight of 2016, exhilarated by the production, features, writing, and overall presentation.