Hip-hop projects highlight the best and worst that an artist has to offer. The nature of these projects is that they’re consolidated forms of an artist’s vision and personality. You must put yourself into your album to make good hip-hop; all the best artists know this. It’s that dash of personal sense that elevates any album into a great one, and that’s exactly what we’ve got today with Mr. Craig’s latest album, “This Time it’s Personal.”
Like the title implies, “This Time it’s Personal” is an album that indulges in the personal nature of music. Every song is written to tell a story, presenting ideas and thoughts that touch on the human experience. For Mr. Craig, it’s an important album, a comeback to music after a half-decade break. His last album, “Inspired,” was meant to be a retirement album, but now he’s back again, so how is the new project?
There’s a lot to like on this new record, bringing Mr. Craig’s classic old-school hip-hop style while injecting enough new ideas to keep things fresh. “Jambalaya” is a highlight of the album and a clear sign of growth, with many hallmarks of 90’s style rap but featuring modern production and synths. Some songs also dial things back for a more sentimental bend, like “Broken” and “Blessings.”
“Heaven” meanwhile adds a soulful R&B sound to the album, which meshes incredibly well with the tearful, genuine songwriting on the song. Mr. Craig’s vocals on the track are emotionally intense and deeply personal, truly elevating the track beyond the simple soul fare. “Feel Me” is another track with the same vibe but adds punchier percussion and smoother instrumentals for a more mellow feel.
Mr. Craig’s rapping is a highlight and a constant throughout the album, and it’s a spectacular showcase of the artist’s skill around verses. His songwriting is constantly on point, achieving the intended effect effortlessly. There are layers beneath the lyrics, and Mr. Craig manages to connect with his listeners through clever musical choices and writing.
The production of “This Time it’s Personal” is excellent all around, with no low points. Instrumentals are crisp, warm and fun, giving room to Mr. Craig’s fantastic rapping to take center stage and tell a story. This album is a must-listen for hip-hop fans, taking some of the best aspects of the genre and breathing life into them in a unique, enjoyable way. A remarkable comeback for Mr. Craig, and we’re glad to see him back!
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