"Lotta new guys coming out are sound-alikes," Sha Money told me. "This was something that didn't sound like anything. They're coming in with their own lingo—I'm hearing new words I ain't never heard in the streets. And they had a swag with 'em that was like: Okay, this is a new era. This is the next generation, clearly. I was just mesmerized by the whole persona. They were looking like the New York that I know. A lot of artists don't capture New York no more, but here's someone in the streets of Brooklyn, in their neighborhood, giving you that raw look, how it really looks." Bobby Shmurda had been discovered.
