Def Jam introduces British sound
By Jeff Renfro
After his retirement, Jay-Z quietly became the president of Def Jam Records, where he was placed in charge of finding new talent for the label. His initial signings consisted of the usual crop of up and coming rappers from New York and Atlanta, with one notable exception.
Jay made a trip to England to sign the 19-year-old British sensation, Lady Sovereign. Sov (her nickname) became a local celebrity in Northeastern London, creating enough noise to attract the ear of Jay. Their first collaboration, the "Vertically Challenged EP," takes a few listens to get used to, but Sov's skills eventually shine through.
The production on the album sounds extremely British. The beats are heavily influenced by the garage and grime movements of England and are unlike any commercially successful hip-hop tracks in the United States. The songs are more polished, party ready versions of Dizzee Rascal or The Streets. This could immediately turn away many listeners, but if one can get over the differences between British and American hip-hop, it is obvious that Sov has a rhyming talent that matches any current rapper.
Sov's marketing strategy is clearly a gimmick, based on the fact that she is a 5'1", white Londoner, attempting to break into the world of hip-hop. The frequent references to her physical attributes would become grating, if they were not so consistently clever. Her rapping style combined with her willingness to make fun of her poor upbringing has led some to call her Feminem.
Attempting to break new ground in the United States, Sov's EP features five original songs and three remixes. The first single entitled "Random," is the perfect introduction to the Sov sound. The track opens with her talking. Her speaking voice makes her sound like a 12-year-old boy, but the voice she rhymes with drops an octave and has a subtle Reggae influence. Sov lacks the production value or political overtones of M.I.A., but surpasses her fellow Londoner in rhyming ability. The beat is a combination of scattered break beats, whistles and sirens. It is a perfect party song.
With the help of guest appearances by other British rappers, "Ch Ching" and "A Little Bit of Shhh" stand out on the EP. Even Adrock from The Beastie Boys makes an appearance on one of the tracks.
Sov and the rest of the British hip-hop scene feature Indian and Caribbean influences that make it startlingly strange for an American audience, but all of the basic elements of American hip-hop are there. The beats are designed to be extremely danceable and Sov delivers funny, insightful lyrics in an aggressive, confident manner.
Grade: B
Contact Jeff Renfro at (408) 551-1918 or jrenfro@scu.edu.