
What Kendrick Lamar was answering on ‘Euphoria’, and why Drake’s AI 2Pac verse mattered
A guide to the April 2024 exchange behind Kendrick Lamar’s ‘Euphoria’, from ‘Like That’ and J. Cole’s withdrawal to Drake’s ‘Taylor Made Freestyle’.
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Future moves through 'Ski' with the restless energy of someone riding a high. The track sits somewhere between a boast and a confession, layered with references to pharmaceutical excess and material accumulation. He cycles through images of wealth (Prada stores, private jets, diamond-cut watches) and altered states with equal enthusiasm, the repetition of "ski" in the chorus functioning less as a hook than as a mantra or a warning sign. The production lets Future's voice dominate, which means the song lives or dies on his delivery and the specificity of his language. He's precise about the degradation he's describing, precise about the cost of the lifestyle he's narrating. There's no moralising here, no distance between the speaker and the excess. It's a portrait of intoxication rendered in real time, and that directness is what gives it weight.
"SKI" is a track by Future, from the album MIXTAPE PLUTO, released 20th September 2024. Full lyrics are available below.
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A guide to the April 2024 exchange behind Kendrick Lamar’s ‘Euphoria’, from ‘Like That’ and J. Cole’s withdrawal to Drake’s ‘Taylor Made Freestyle’.

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