What They Want

Russ's "What They Want" is a bold and cynical anthem about navigating the music industry as a self-made artist. The core message revolves around the idea that with success comes a wave of opportunistic people, including women and record labels, whose primary motivation is money. The recurring line, "Dollar signs, yeah, I know it's what they want," encapsulates this sentiment perfectly. The song is a response to those who only showed interest in him after he became successful, highlighting his awareness of their insincere motives.

Beyond the critique of materialism, the song is also a declaration of independence and self-reliance. Russ proudly identifies as a "DIY pioneer," referencing his long and arduous journey of making music for nine years before gaining significant recognition. This underscores his frustration with the industry's tendency to overlook genuine talent and hard work in favor of manufactured artists. He positions himself as an outsider who has infiltrated the "rap game" on his own terms and is wary of the industry's manipulative tactics, symbolized by the imagery of "puppets" and "pulling strings."

The song also touches on themes of self-worth and confidence. Despite feeling underestimated, as expressed in the line, "I'm smart as fuck, they be talkin' like I'm the dumbest," Russ remains steadfast in his abilities and his vision. He refuses to be a mere "commodity" and asserts his control over his career, a principle he feels he owes to his grandfather's legacy. Ultimately, "What They Want" is a triumphant and defiant statement from an artist who has achieved success through perseverance and is determined to protect his authenticity and independence in a superficial industry.

The song opens with a declaration of arrival into the rap game, immediately setting a confident tone. The narrator then introduces two women, Lola and Katia. Lola is described as being like the ocean, someone who enjoys drinking and smoking, and is adept at charming 'cobras,' making the narrator feel chosen. However, he emphasizes that she isn't the only one in his life. The second woman, Katia, is portrayed as initially 'bougie' but is later demoted to a 'groupie' after a sexual encounter. The narrator boasts about his 'aura of the Mafia' and how her friends wish they knew him, again stating she is not the only one.

The chorus is a repetitive and catchy hook that asserts the central theme of the song: the insincere motives of those around him. He chants 'What they want, what they want, what they want,' followed by the cynical realization, 'Dollar signs, yeah, I know it's what they want.' He confidently states that these people are not fooling him at all.

In the second verse, the narrator reflects on his long journey in the music industry, stating he's been at it for nine years and is only now receiving recognition. He proudly calls himself a 'DIY pioneer' and notes that others are now trying to get involved in his success. He uses a pop culture reference, 'Yippee ki-yay,' to signal he is about to make a big impact. He demands respect, telling people to 'come correct' when they approach him because he can easily 'size you up.' He compares his relentless drive to Kobe Bryant's 81-point game, suggesting he is willing to take all the shots to succeed. He sees himself as a 'goalie,' needing to save some of his success for himself, reinforcing his sense of being a lone wolf in the industry.

The third verse delves deeper into his distrust of the music industry. He questions who wants his money and defiantly states who he refuses to associate with. He sees through the industry's manipulations, referring to 'pulling strings' and 'puppets.' He acknowledges that his demands are disrupting the budgets of those trying to control him. He addresses the condescending attitude he faces, saying, 'I'm smart as fuck, they be talkin' like I'm the dumbest.' He understands that he is viewed as a commodity, but he refuses to be controlled. He invokes the memory of his grandfather, 'Pop,' stating that his grandfather would be turning in his grave if he ever let someone else be his boss. This verse solidifies his commitment to his independence and self-worth.

"What They Want" was written, produced, mixed, mastered, and engineered entirely by Russ himself, a testament to his DIY approach to music. The song was released on his SoundCloud page on August 19, 2015, and was later included on his twelfth studio album and major-label debut, "There's Really a Wolf," which was released on May 5, 2017. At the time of the song's creation, Russ was beginning to receive significant attention from record labels after years of releasing music independently. This newfound interest was the primary inspiration for the song's theme of people wanting a piece of his success. In an interview with Genius, Russ explained that he was seeing the disingenuous side of the music industry for the first time, which fueled the song's cynical and defiant tone. The beat for "What They Want" is minimal, consisting of only about four instruments, which allowed Russ to create the track quickly in the studio. He followed his usual creative process of developing the melody first and then fitting the lyrics to it. The music video for the song was released on May 3, 2016, further boosting its popularity.

The rhyme scheme in "What They Want" is relatively straightforward, primarily relying on couplets (AABB) within the verses, which gives the song a consistent and easy-to-follow structure. For example, in the first verse, "ocean" rhymes with "smoking," and "bougie" rhymes with "groupie." The chorus has a simple repetitive structure that doesn't adhere to a strict rhyme scheme but instead focuses on the repetition of the title phrase for emphasis. The song's rhythm is built around a mid-tempo hip-hop beat with a prominent, steady bassline and crisp snare hits. This creates a laid-back yet confident groove that complements Russ's melodic and rhythmic vocal delivery. There is a strong interplay between the lyrical rhythm and the musical rhythm, with Russ's flow often syncopating with the beat, adding to the song's overall sense of swagger and confidence. The consistent tempo and rhythmic pattern contribute to the song's hypnotic and memorable quality, making it both a song to be listened to for its lyrical content and a track with a strong, head-nodding beat.

Russ employs a variety of stylistic techniques in "What They Want" to create a track that is both catchy and lyrically potent.

• Melodic Rap: The song is a prime example of melodic rap, where Russ blends a smooth, singing vocal delivery on the hook with a more traditional rap flow in the verses. This combination creates a memorable and accessible sound that has become a hallmark of his style.
• DIY Production: The fact that Russ produced the beat himself is a significant stylistic choice. The beat is minimal, with a prominent piano melody and a steady hip-hop drum pattern. This minimalist approach allows his vocals and lyrics to be the central focus of the track.
• Repetitive Hook: The chorus is highly repetitive, which makes it incredibly catchy and easy to remember. The repetition of "what they want" drills the song's central message into the listener's mind.
• Direct Address: Russ frequently uses direct address, speaking to his detractors and the industry insiders he critiques. Lines like "Y'all ain't fooling me at all" create a confrontational and personal tone.
• Pop Culture References: The reference to Kobe Bryant's 81-point game is a clever use of a pop culture touchstone to illustrate his ambition and drive.
• Internal Rhyme: Russ uses internal rhyme throughout his verses to create a more fluid and intricate lyrical texture. For example, in the line "Got a chick, I call her Lola, she feel like the ocean / Like to drink and smoke some doja and I feel like smoking."

"What They Want" was a significant breakthrough single for Russ, marking his first appearance on the US Billboard Hot 100 chart, where it peaked at number 83. The song was also certified four times platinum by the RIAA, signifying over four million units in combined sales and streams in the United States. This commercial success was a major turning point in Russ's career, catapulting him from a relatively unknown SoundCloud artist to a mainstream name. The song's DIY ethos and its critique of the music industry resonated with a large audience, particularly aspiring independent artists. The music video for "What They Want" has also amassed hundreds of millions of views on YouTube, further solidifying its cultural impact. The track's success was a key factor in Russ securing a partnership with Columbia Records for his debut album, "There's Really a Wolf," which itself went on to be certified platinum. While the song has not been widely covered by other artists, its influence can be seen in the wave of independent artists who have been inspired by Russ's self-made success story. "What They Want" remains one of Russ's signature songs and a powerful statement of artistic and financial independence in the modern music industry.

"What They Want" is rich with symbolism and metaphors that enhance its central themes of cynicism towards the music industry and a celebration of self-reliance.

• Dollar Signs: The most prominent symbol is the "dollar signs," which represent the greed and superficial motives of the people who now flock to Russ. This is a direct and unambiguous symbol of the commodification of his art and success.
• Lola and Katia: The women mentioned in the first verse, Lola and Katia, can be interpreted as personifications of different aspects of the music industry or the temptations that come with fame. Lola, who is like the "ocean" and can "charm cobras," could symbolize the alluring and dangerous nature of the industry. Katia, who starts off "bougie" but becomes a "groupie," may represent how success can change people's perceptions and intentions.
• Puppets and Strings: The line, "Who's pullin' strings? I'm just pointing out all the puppets," is a powerful metaphor for the lack of autonomy and control that many artists have in the music industry. Russ positions himself as an observer who sees through the facade of industry control.
• Kobe Bryant's 81-point game: By referencing Kobe Bryant's iconic 81-point performance, Russ creates a metaphor for his relentless work ethic and his determination to succeed at all costs. It signifies his willingness to take all the "shots" to achieve his goals.
• The Goalie: The metaphor of being a "goalie" who needs to "save me some" reinforces the theme of self-preservation. In the face of overwhelming attention and demands, Russ recognizes the need to protect his own interests and not give everything away.
• The Mafia: The mention of having the "aura of the Mafia" alludes to a sense of power, respect, and perhaps a bit of intimidation that Russ feels he has cultivated. It also connects to his Sicilian heritage and the "boss" mentality he inherited from his grandfather.

The most prominent recurring phrase in "What They Want" is the song's title itself, which is repeated multiple times in the chorus. This repetition serves to hammer home the central theme of the song: Russ's cynical awareness of the materialistic motivations of those around him. The addition of "dollar signs" in the chorus further solidifies this motif of greed. Another key recurring phrase is "I'm probably the only one," which appears at the end of several lines in the second verse. This phrase emphasizes Russ's sense of isolation as a "DIY pioneer" and his pride in his unique, self-reliant journey in the music industry. The motif of being a lone wolf is central to Russ's artistic identity and is a theme that runs through much of his work. The repetition of these phrases not only makes the song more memorable but also constantly reinforces its core message of self-belief and suspicion towards the music industry.