Excess. Migos don't just love it, it's in their DNA. "Clear white diamonds make your eyesight blurry," raps Takeoff on a song called, yep, Too Much Jewelry.
It's followed by a heavily autotuned Quavo singing the hilarious hook: "Excuse me / I have on too much jewellery."
Too much? You can't blame them for bragging. It was just a year ago the Georgian trio of Offset, Takeoff and Quavo changed hip-hop with Culture, their blinged-out trap party full of three-word quotables and bona fide rap anthems.
The follow-up could have been anything the Atlanta scene-stealers wanted it to be. But here's what it shouldn't have been: 105 minutes long.