Ross digs deep
Michael Mandelkern
Issue date: 4/24/09 Section: Arts & Entertainment
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Much of Ross' promotion for his latest album has been based off of a public feud between himself and rap Goliath 50 Cent. Ross' Achilles heel is an old photo released on the Internet last year of him in a correction officer uniform, which he recently admitted is authentic. Following Internet mockery and diss tracks, Ross now seldom participates in an interview without being asked about his beef with "monkey," as Ross calls 50.
His debut album, "Port of Miami," debuted at #1 on the U.S. Billboard 200 and Top R&B/Hip-Hop Albums charts in 2006. His 2008 sophomore album, "Trilla," is certifield Gold by the RIAA.
In the midst of a music industry recession in which album sales are bleak, Ross released his latest album, "Deeper Than Rap," April 21 through Maybach Music Group/Poe Boy/Def Jam.
He harnesses momentum on the The Inkredibles-produced "Mafia Music." Over a chilling beat peppered with high-pitched guitar plucks and subtle 808s, he recounts his rags-to-riches rise to fame through both legit and illicit work. Ross recalls, "That boy had it hard/No façade, it's the truth." With a deep and aggressive drawl, he personally attacks 50, intensifying the high-profile conflict. He takes shot at 50 on "Valley of Death" and "In Cold Blood," but to no avail.
The dramatic beat "Gunplay" complements Ross' catharsis. He alludes to mobster bravado when he bellows, "Is it how my chain swing?/Tired of my face/Tellin' lies gettin' n****s wives tied up and raped," and, "Bullet in my head, bullet in my chest/Yeah they want a n***a dead, they envy my success."
Ross is suave over the Bigg D-produced and Foxy Brown-featured "Murder Mami." He keeps up with Foxy and the fast-paced beat. Ross boasts, "Smellin' like money/My body tatted with hundreds/'09 Bonnie Clyde/Delivered like I promised."
With "Yacht Club," Ross takes the listener on a nautical journey with Jamaican-singer Magazeen. He flaunts his wealth when he raps, "Her head above average/My head above water/By now you can see my palace/Right off the coast of Florida."
Ross is engaging when he succeeds, but the album lacks consistency. Ross unconvincingly brags about his wealth accumulated from selling drugs on "Rich Off Cocaine" . He asserts, "Money in the mansion, yayo in another spot/Guns in the attic, mama, help me put 'em up."
Kanye West and Lil' Wayne overshadow Ross' lyrics on "Maybach Music Pt. 2" His similes are weak and T-Pain's chorus is obnoxious and redundant.
On the The-Dream-featured "All I Really Want" Ross clumsily attempts to rap fast. He attempts to appeal to his female fan base with lame lines such as, "She shines like a diamond" and "My life a movie/So tonight lets write a chapter."
With "Deeper Than Rap," Ross attempts to lavish women, talk tough, be a drug kingpin and vanquish industry titan 50 Cent. There is a balance of these types of tracks, but he does not fully develop any category. While the gems of the album shine bright, Rick Ross could have gone deeper than that.
Michael Mandelkern is a freshman from downtown Manhattan who makes it happen.
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