Alex Auld - I Is Important
In my previous review of Alex Auld’s Iteration, I wrote:
“Auld’s songs are tight, yet tend to prattle. Moreover, the production is extremely conventional and much too safe. Many of these songs are one-trick ponies, providing very little progression. That’s not to say Iteration is a bad album; Alex Auld boasts an impressive personality and solid flow. Furthermore, Alex Auld’s distinct voice is certainly expressive and enjoyable. It’s apparent Auld has the passion, he is just completely unaware of any genre outside the one he produces.”
Very little has changed since my original review. It seems Alex intended to make a statement about poverty within his community with his latest album, I Is Important, but the album is blinded by his narcissism. Alex’s flow has certainly improved with time, but most of the lyrics are self-absorbed. There are certainly some noteworthy moments, such as Cold and Down To Ride; the latter having a solid message with neat moments, simultaneously sounding like everything else in the competition. The random recorded banter halfway through Change is kinda cool, but also a trope that’s been done to death. Martha boasts some rather profilic personal lyrics, as well as an edgy unconventional beat. Funnily enough, the features own the best bars, noticeably rappers Jayke and Evo. That’s not to say Alex Auld’s flow is not impressive; in fact, it’s admirable neat. IT’s sadly the surrounding instrumentation that drags the experience down. It’s incredibly evidential that Alex is quite comfortable ripping off every other UK hip hop producer, down to the lyrics and trops themselves.
The album is sadly egotistical; what one would expect with a title such as I Is Important. There’s very little to differentiate much of the filler towards the end of the album, such as Tired, both sonically and lyrically. Furthermore, much of the album repeats itself. If only Alex was concerned with making original beats/instrumentation, and less concerned with rapping about his stacks, he’d be capable of producing a fantastic record. Production wise, the album has it all – except innovation. Here’s hoping Auld’s next release will differentiate itself from the competition more.
Average
Listen to it here:
Alex Auld - I Is Important
