His major label debut Finally Rich came later that year, setting off a few red flags from those looking for the traditional drill sound that he cultivated. Bass heavy, violent rhymes existed in the same atmosphere as something that was unlike anything that could be associated with Keef thus far: vulnerable singing tracks, still about violence, but performed with such a whine that listeners didn't know whether to seek help or take him serious. ('Macaroni Time' was the album's weakest link with its whimpering chorus and delectable stylings.).
Keef's trajectory pushed him away from the Drill scene. He pounded the genre's conventions into the pavement in his 2013 releases Bang, For Greater Glory 3, Almighty So, finding his footing in a liminal space between violent trap rap and more vulnerable crooning.
He pushed farther into bolder territory on Nobody in 2014, his collaborative studio album with producer 12 Million, consciously regressing his delivery to naught but a mumble on the album's title track. 2015's felt conflicted with its focus on bringing back some of the more ominous stylings of his early career, but the mumbling that had been becoming a constant presence, arguably for the worse, returned in full force. Bombastic, brutal bass boxed his retreating vocals into submission. A surprise feature from Andy Milonakis who, with one verse, managed to steal the attention from the album showed just how much Keef had changed since his beginnings. What was once a bright career bereft with energy-inducing rap that transfixed the larger world was now one of an acquired taste style, often listened to out of rebelliousness instead of sheer interest. Keef's on-and-off relationship with celebrity has often been at odds with what feels like growing troll-like music. He largely stays off the radar aside from releases, features, and tours.