When Detroit producer Apollo Brown and New Jersey lyricist Crimeapple collaborate, their music feels timeless yet immediate—a mix of raw emotion and unflinching storytelling. This, Is Not That is their first full-length collabo, blending Apollo’s signature soul-soaked production and Crimeapple’s vivid, bilingual lyricism. It’s a record that pairs introspection with grit, where every beat and bar feels deliberate, carefully crafted, and steeped in experience.

Apollo Brown has built a reputation for creating beats that feel lived-in, layering dusty loops, soulful samples, and boom-bap percussion. His sound evokes a certain nostalgia without ever sounding dated, grounding each track in a warmth that underscores the humanity in the stories being told. Crimeapple, meanwhile, is one of the sharpest voices in the East Coast underground. Born in New Jersey with Colombian roots, he weaves English and Spanish seamlessly into his rhymes, bringing a unique cadence and perspective to every verse. Together, the duo creates a project that’s both weighty and cinematic.

The album begins with the introductory track “This, Is Not That,” a foreboding opening that sets the tone for what’s to come. From there, “Mercy” strikes like a hammer, its booming percussion and searing guitar riffs creating an almost confrontational atmosphere. Crimeapple warns listeners about the cost of ambition, delivering his verses with a gritty clarity. On “Superstitious,” Apollo’s production shifts to a stripped-down boom-bap rhythm, allowing Crimeapple to paint vivid images of his life and travels—his passport becoming a journal of survival and success.

“Wonderful Feelin’” brings in Willie the Kid for a mafioso-styled tale draped over lush strings, while “Know No Better” slows things down, using a soul-infused instrumental to reflect on the dangers of stepping outside your lane. The beauty of this album lies in its ability to balance Crimeapple’s sharp-edged bars with Apollo’s deeply emotive beats. Every track feels like it’s pulling from a personal place, with Crimeapple turning his verses into layered reflections on ambition, identity, and survival.

The middle of the album sees tracks like “The Problem” and “Pitiful” take a more contemplative turn. “The Problem” floats on a drumless instrumental, Crimeapple’s words feeling weightless yet piercing as he contemplates his journey from struggle to success. “Pitiful” feels darker, both in its production and themes, as Crimeapple dives into moments of self-doubt and frustration, offering some of the album’s most vulnerable moments.

“Almanacs,” featuring Sonnyjim, introduces piano-laced production paired with biting commentary on the struggle for authenticity in a world of pretenders. It’s followed by “Coke with Ice,” a track that strips back the drums, leaving a haunting instrumental as Crimeapple raps about harsh realities with cold precision.

As the album enters its final stretch, Crimeapple reflects on the passage of time and the pull of the past. On “My Own Good,” he admits to revisiting old haunts even though he knows better, with Apollo’s beat providing a hazy, atmospheric backdrop. “Favoritism” is another drumless cut, this time exploring themes of love and longing as Crimeapple’s words flow effortlessly over a haunting melody.

The closing tracks tie everything together beautifully. “Mis Amigos” feels celebratory, as Crimeapple stakes his claim as a heavyweight in his craft. The album ends on “New Dreams,” where Apollo uses sparse guitar strings to create a meditative space for Crimeapple’s reflections on leadership and legacy.

This, Is Not That is an album that lingers, the kind of record you can replay and always find something new to unpack. Apollo Brown’s production remains timeless, building each track like a piece of worn architecture that’s been reinforced by decades of history. Crimeapple’s bilingual lyricism adds depth and texture, shifting between streetwise storytelling and poetic introspection with ease.

This collaboration works because of the trust between the two artists. Apollo creates the perfect canvas for Crimeapple’s sharp, evocative style, and Crimeapple rises to the challenge, delivering verses that cut deep without ever losing their humanity. Together, they’ve created an album that doesn’t just live in the moment but feels like a record meant to endure.

8/10

Also read: The Best Hip Hop Albums 2024