3. Jay-Z “D.O.A. (Death of Auto-Tune)” (2009)
While it may have been 808s & Heartbreak that thrust No ID back into the A-list producer spotlight, it was Jay’s “D.O.A.” that firmly cemented his place. And ironically, “D.O.A.” was to be the stake in the chest of the auto-tune sound that Dion helped perfect on 808s. Grand opening, grand closing.
Well, auto-tune didn’t necessarily die with “D.O.A.” but it did take a severe beating. But the real survivor here was No ID, who hasn’t looked back since this joint impacted. It proved that No ID could deliver crossover hits that didn’t compromise his traditional hip-hop formula. A healthy balance that has proved successful throughout his career.
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