Having coined the phrase "Top Five Dead or Alive," Jason "Jadakiss" Phillips remains one of a dwindling number of artists continuing to represent the hip hop epicentre of New York while achieving mainstream success. His last album, 2004's Kiss of Death, entered the US charts at Number One off the back of the stunning (and arguably one of the last high profile thought-provoking hip hop singles full stop) Why?. Unfortunately the album soon faded away, and despite quality production, A-list guest appearances and solid lyricism throughout, wasn't enough of a memorable listen to really stand the test of time.
On this third solo album, 'Kiss continues to offer his earnest tales of life in the game, be it the industry or the street, while delivering his best collection to date. The supporting cast ranges from long-term Ruff Ryders collaborator Swizz Beatz to R&B stars Mary J Blige and Faith Evans, ever-reliable Wu-Gambinos Ghostface and Raekwon, his original Lox brethren, and high profile A-listers Jeezy and Weezy (the latter, incidentally, on top form, with no rock guitar within earshot). It is, however, fellow New York champ Nas that is saved for the album's finest moment, What If. Coming across both musically and lyrically as a sequel to their classic Why? remix, the pair pose more questions about the current state of world affairs, their own personal journeys ("what if The Lox had signed to Suge?"), and hip hop's chequered history. Other standouts on this highly consistent set include One More Step, a vintage tag team with old spar Styles P; the Pharrell-assisted Stress Ya (proving there is still life left in the Neptunes' trademark sound); and the typically provocative Come and Get Me, with suitably ominous production from Neenyo.
Interestingly for a major rap release these days, no blog-baiting public beef supported the launch (be it Bad Boy legal wranglings or Fiddy with his pesky Piggybank - as it was on the previous two); this album has arrived with less of a fanfare. Which means, refreshingly in this day and age, Jada has to let his music do the selling. So the reason it works is that good old-fashioned one - because the music is very solid indeed: beats sound contemporary with a dark, cinematic edge, and sit comfortably underneath his razor-sharp, measured, and at times quite menacing flow. And - thankfully - he's avoided any temptation to jump on the current autotune bandwagon. It's exactly what you'd want and expect from 'Kiss, with barely any reason to reach for the forward button (save for his unnecessary new "ryde or die chick" single By My Side, a collaboration with new labelmate Ne-Yo).
Perhaps the album's only downfall is the lack of an obvious anthem, be it a radio-friendly treat or a new street banger (we're still waiting for another Money Power & Respect, The Champ Is Here or 2 Gunz Up) which would have elevated the album to even greater highs. Aside from that, this 18-track Def Jam bow is a worthy new addition to the collection.
