Although his imminent hit did begin as a quasi-viral video, and he’s ridiculously prolific in a way that caters to the blogs, he can’t be bothered with rap’s prevailing trends. He wears basketball shorts and, like, button-downs from Target, not streetwear. His approach to rapping is that of a work-a-day hustler, and his in-studio videos often show him gripping a notepad (and more recently an iPad), or staring off-camera at a piece of paper taped to the wall with lyrics scrawled on it. It’s a subtle way of rejecting the noxious, post-Jay-Z myth that “good” MCs don’t need to write their raps down…