"If these two show up dressed like this to record, I'm gonna be pissed..."
The last time we left the “Blueprint” series, Jay-Z made one of the worst double albums in the history of rap music. “The Blueprint 2: The Curse & The Abortion” is simply atrocious. Critics like to shit on “Kingdom Come” (and shit on all you want. That album’s even worse.) for Jay-Z attempting to make an easy-listening adult-contemporary rap album (when all we wanted was mindless odes to money and video models) but the “Blueprint 2” is just as egregious. "Blueprint 2" was filled with shitty half-assed guest features, beats in the same oeuvre as many boring Nas-esque snoozers (Yeah, haters.
Last week, it was announced during the final legs of Kanye West’s "Glow In The Dark Tour" that Jay-Z was planning to release his final Def Jam album, titled “the Blueprint 3”, and he was enlisting the help of Mr. West to produce the vast majority of the album. This caused a near riot on the part of the hip hop media who are utterly obsessed with the transcendent glories of
“Jockin’ Jay-Z” is a song that suspiciously sounds as if wants to be on this year’s three-quel album du jour, “
For all the flack and accusations of shameless promotion whoring that Nas catches when he names his album something like “Hip Hop Is Dead” or “Nigger”, Jay-Z seems to escape these criticisms when he does something remarkably similar. Ever since the release of “The Blueprint”, Jay-Z has been manufacturing pre-packaged hype for each of his new albums despite the relative lack of follow-through on each of the promise of the album. “The Black Album” was infamously billed to be Jay-Z’s swan song and accordingly, it drew lots of press attention and sales in response. It may, in fact, be on public level Jay-Z’s most popular album. (I know a lot of non-rap fans who own that album.) “Kingdom Come” traded on the prestige of Jay-Z returning to rap and it featured one of the most shamelessly bald commercial marketing campaigns ever in order to sell the album. (I don’t mean to keep harping on it but as we all know it turned out to suck worse than death but I digress…) Shockingly, “American Gangster” may, in fact, be the most egregious of Jay-Z’s schilling. The album traded on the success and notoriety of the Ridley Scott's film of the same name as it claimed to be a tribute album to the movie despite, the fact, it literally had nothing to do with Frank Lucas aside from using a couple of out-of-context lines from the film used as introductions to the track and naming one of the tracks “Blue Magic”. Jay-Z has done a great job as a shameless promotion whore, himself.
Now Jay-Z is trading on the notoriety and acclaim of one of his own classic album as well as this year’s other similarly named mega-album,
Personally, I’ve got to wonder why they’ve got to go back to the well one more time with the Blueprint name in the hopes of getting us rap dorks excited on the prospects that Jay-Z maybe will start rapping like he gives a damn, anymore. They could've have just called it Vol.4 and everybody would have gone home happy. I’d personally be down for another late 90’s-esque album filled with monster pop-rap odes to money, cash and hoes. I’d even be down for that supposed idea of trotting out Timbaland and allowing him to produce the whole thing. That’s the Jay-Z I fell in love with. As long as they forget to return to Pharell’s calls for scheduling studio time, I’m all good. Seriously, Jay-Z, you make terrible music with Pharell. He sucks. Let it go.