Album review

Plies, ‘Goon Affiliated’

June 14, 2010

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The only interesting thing about this prolific Florida MC’s fourth album is that it serves as a warning. In the ever-changing pop music scene, adapt, innovate, or become irrelevant. Three years ago, Plies emerged with his debut, “The Real Testament,’’ and became one of hip-hop’s emerging stars. His gruff persona and rough flow, along with rattling beats, created commercially viable pole-dancing anthems. He has repeated the same formula on successive sets, and here he simply runs out of ideas. If he’s not revisiting stripper bangers (“Model,’’) he’s parodying hip-hop swagger. The real problem is that he’s lost his commercial instincts. The songs, other than the smooth “Goonette’’ and “Becky,’’ are bereft of hooks, while most beats feel low rent. It makes for a brutally monotonous listen. The best track is “Get My [Expletive] Out,’’ a denunciation against the proliferation of African-Americans either held in jail or caught up in legal limbo. It’s the track he really sounds invested in. The only other standouts are “Rob Myself,’’ which shows a sense of humor, and “Look Like,’’ featuring Young Jeezy and Fabolous. Hip-hop artists can’t become environmentalists and relentlessly recycle. This is what happens. (Out now) -- KEN CAPOBIANCO

ESSENTIAL “Get My [Expletive] Out’’

Plies, Goon Affiliated
Big Gates/ Slip N Slide/ Atlantic