After a string of viral singles, the chilly receptionCoi Leray’s studio debut Trendsetter received in 2022 stung. The 26-year-old, semi-estranged daughter of Benzino prided herself on making it into the business on her own two feet. But critics panned Trendsetter and its stacked lineup of guest appearances, heavy reliance on autotune, and lack of creative cohesion. Leray’s quest to bring together all the elements of her rise to stardom flopped. Instead of a self-made star, fans saw a nepo baby with an ill-used production budget.
That type of negativity could have motivated a less committed artist to pack it up. But Leray was determined to make the ordeal just a step in the process. Proving that persistence pays off, Leray returns triumphant on sophomore effort COI – a follow-up that strips out the excessive features and autotune, and returns the focus to Leray’s eclectic set of influences, talent for pop hooks, and sex-positive flow.
The critics wanted Leray to set the trends instead of chasing them, and that’s ultimately COI’s biggest strength. In lieu of the standard nods to current trends, Leray builds the record around an eclectic collection of blockbuster samples that incorporate various genres and decades. The choices don’t have any obvious link other than Leray’s taste, and that’s what makes it work so well. It’s a true expression of her musical influences in a way that Trendsetter didn’t convey. This time around, those references serve to reinforce – not detract from – Leray’s role in the spotlight.
Whereas Trendsetter was a chaotic jump from musical trend and guest appearance to guest appearance, on COI, Leray takes a more deliberate path. The brash samples showcase a facet of her personality and taste. “Bitch Girl” and its on-the-nose reworking of the Hall & Oates rock classic is a foreshadowing of the wide array of influences that lie ahead. “My Body,” in which Leray asserts her body autonomy, drags the Lesley Gore classic into the 21st Century. And “Man’s World,” featuring a spin on the classic orchestral James Brown production, acts as a picturesque backdrop for her rumination on the men in her family.
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Instead of a stacked and gimmicky lineup of guests, Leray focuses on a small but strong supporting cast. That includes fellow viral stars Saucy Santana and Lola Brooke, but also French DJ David Guetta and Jamaican trap star Skillibeng. The editing served Leray well – instead of passing fascinations, her forays into dance-pop, rock, post-punk, and dancehall all feel like genuine tributes to genres she personally holds dear with an appropriate collaborator to match. She infuses each track with her nasally drawl, contagious confidence, and knack for earwork hooks.
Despite the changes, COI manages to preserve all the elements audiences loved about Leray before her label debut. Sampling Grandmaster Flash and the Furious Five’s “The Message” for the unapologetically retro “Players” helped Leray return to the charts for the first time since Trendsetter. The Neptunes-inspired “Bops” and the synth-infused “Run It up” show her hook game is still strong.
Hip Hop fans might be hesitant to return to Leray’s sophomore effort after Trendsetter’s flop and the ensuing fallout. But don’t mistake Leray’s initial reaction to the criticism for an ongoing unwillingness to address feedback and continue making artistic leaps. COI is proof that Leray is working on her craft while holding tight to the elements that made her something special at the start. The result is a fun, irreverent showcase of women’s empowerment and underdog grit with plenty of room to grow.
