He’s been trying damn hard to reinvent himself ever since Autotune got heavily overused, and in doing so he’s adopted a rap-heavy approach more frequently in his music over the last couple of years.
Unfortunately, it doesn’t come off once again. The production aims for a booming style with a deliberate pace, but instead ends up plodding along not really doing a lot, and given that he’s hardly a lyrical wordsmith, the vocal output ends up just being paint-by-numbers mainstream hip-hop stuff. Given that Autotune has been all but eradicated I wonder whether he should give it another crack; I’m fairly sure it won’t be any worse than this.
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