Rating: NNN
In the lead-up to the release of this debut LP, Theophilus London was profiled by GQ, Esquire and the New York Times, not so much for his music as for his fashion sense. Then again, with music as stylized as this, it’s hard to separate the two.
Like Kid Cudi, London is as likely to croon as to rap, and his flow owes more to TV on the Radio’s Tunde Adebimpe than to Common. But rhymes take a backseat to Dan Carey’s buzz-seeking production. Deep, wobbly bass, twinkling synths, crisp programmed drums and esoteric guest spots by Holly Miranda and Tegan and Sara’s Sara Quin seem crafted with blogs in mind, ensuring the album’s freshness in the moment but leaving it vulnerable once the hype dies down. (Heard about Santigold lately?)
The real test will be whether London’s brand can survive the buzz.
Top track: Why Even Try
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