the best youtube series on creativity is also the best rap project of the year

I wrote about this briefly in Friday's newsletter, but I still can't stop watching this YouTube series. It's everything I love: insights into the creative process, rap, fly-on-the-wall content, bullshitting. 

Basically it's like this: Kenny Beats, a hot rap producer, invites a rapper to his studio, where he offers to make a beat for the rapper in under 10 minutes. Then the rapper has to rap over the beat. That's it.

As Kenny would say: Don't overthink it. It's stupid simple and stupid good.

For more: Check out this Stereogum piece about how the series has gone viral.