Flo Rida
R.O.O.T.S. (Poe Boy/Atlantic)
Flo Rida is one of hip hop’s hardest-working, low-key hustlers. He’s web 3.0, defining himself almost strictly with record breaking digital sales that have made him the envy of so many artists in the downtrodden sales times. “Elevator” and “In the Ayer” were radio smashes, while “Low,” 2008’s biggest song according to Billboard, was a once-in-a-lifetime sort of hit. But what is he about, beyond those immensely catchy hooks? Ultimately, it may not matter. On his sophomore album, R.O.O.T.S., he’s managed to make lightning strike twice. Nelly, you’re through. Pop’s newest MC cipher reigns.
Flo Rida is swinging with the same plan here, and knocks the majority of the tracks here into the cheap seats. The already platinum single “Right Round,” produced by pop prince Dr. Luke, is a beast, driven mostly by its so-obvious-you-have-to-laugh sample of Dead Or Alive’s 1985 pop-rock hit, “You Spin Me Round (Like A Record)” and singer Kesha’s updated candy chorus. Flo’s penchant for pinch hit hooks, paired with a melodic vocal style delivered in a slightly Southern drawl is the backbone of R.O.O.T.S. The title track—an acronym for Routes of Overcoming the Struggle—is one of the few songs Flo performs solo and its bright, swirling Wurlitzer and somewhat-garbled message is a rare departure from his focus group pop-rap.
On this album, there’s never a dull moment—but it rarely aspires to anything beyond the swagger-obsessed lane that gets everyone shouting about boots with the fur. Future singles, “Be On You,” featuring Ne-Yo and “Shone,” featuring Pleasure P, are reliably sticky, but they stick to the script. There are no surprises here.
Flo Rida rarely claims to be an artist in search of depth or respectability. That he doesn’t veer from his plan doesn’t suggest he lacks versatility. He just isn’t concerned with it. R.O.O.T.S. is a solidification of identity. And when you’re trying to keep yourself in the game, sometimes that’s all a sophomore album has to be.
"R.O.O.T.S." is in stores 3/31/09
Track List for R.O.O.T.S.
1. “Finally Here”
2. “Jump” feat. Nelly Furtado
3. “Gotta Get It (Dancer)”
4. “Shone” feat. Pleasure P
5. “Right Round”
6. “R.O.O.T.S.”
7. Be On You” feat. Ne-Yo
8. “Mind On My Money”
9. “Available” feat. Akon
10. “Touch Me”
11. “Never”
12. “Sugar” feat. Wynter
13. “Rewind” feat. Wyclef Jean
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