CEO Trayle has a rare sense of vision. The prolific Atlanta-based rapper sees the music industry the way a great point guard does a basketball court. He understands cause-and-effect, knowing how dropping one frosty, minimalist single will shape the perception around his next project. But occasionally, he exceeds even his own expectations. His breakout single “OK Cool,” a deadpan rebuke of an ex, earned more than 30 million streams, even though Trayle didn’t foresee it as a blockbuster when he made it. The momentum from that track, and its Gunna-assisted remix, paved the way for Collection, a thrilling, visceral release that showcases the 28-year-old MC’s multi-genre fluency. From the Memphis-inspired menace of “Mr. Door Kicker” to the breezy swagger of “Dior Store,” Trayle is operating at the highest creative level of his career. Before signing to 10K Projects, he developed a passionate following thanks to his gravelly delivery, equal parts hushed and horrifying. Hearing Trayle rap is reminiscent of watching Michael Myers or Jason Voorhees follow a target, even when they’re moving slowly, you’re still scared. It’s fitting then that Trayle has found success through his longstanding Happy Halloween mixtape series, which is still going after more than five years. Since he began rapping in 2011, CEO Trayle has made fans of Drake, Metro Boomin, Young Thug, and more, outlasting a decade of rap trends to prove he’s got the staying power of a true star.