(Photo: Def Jam South)
Young Jeezy’s new project means the world to his loyal fans, who’ve suffered patiently through an extended drought of quality music from the Snowman. With Southern rivals Rick Ross and Gucci Mane currently in control of the streets and the airwaves, It’s Tha World is another attempt by Jeezy to offer his brand of motivational trap music. But almost 10 years deep into the rap game, is it possible that Jeezy’s too far removed from the trap to motivate us to do anything except buy name brands and pop bottles in the club?
Clearly, Jeezy isn’t the same Snowman we met in 2004. But he still has the smooth gangsta growl and melodic delivery that created multiple hits over the past decade. He puts his best tools to work on the opening track “Turn Up,” a rousing anthem produced by “I’m A Boss” wiz kid Jahlil Beatz. The track is a standout not only because it succeeds in recapturing the triumphant feeling of Jeezy’s classic hits, but also because its lyrics are both universal and specific to him. “I go to work, I do my job,” he barks on the track, “I gets it in, I goes hard.”
Despite the occasional return to form, most of the tape’s 15 tracks feature mainstream clichés and subpar guest appearances that will leave true Snowman fans wanting more. Jeezy’s chemistry with stars of the moment 2 Chainz and producer Mike Will Made It creates solid club jams, but it’s tracks like “Too Many Commas” with Birdman and “Turn Up Or Die” with Lil’ Boosie that truly speak to Jizzle’s core. Jeezy’s not afraid to play the underdog, it's how he came into the game. But he will have to push himself beyond the corner and the club in creative ways if he hopes to get the people back in his corner and the industry monkey completely off of his back.
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