Off The Record #7 - "Everything Is Love" by The Carters

Welcome to Off The Record! A Fresh Weekly Album Review segment brought to you by @stickykeys!

7th Edition

July 4th 2018

The Carters

"Everything Is Love"

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Who would have thought? This generation’s power couple, Beyoncé and Jay-Z have combined efforts to produce and album entitled ‘Everything Is Love’. Released on 16 June 2018, the duo is collectively known simply as The Carters. I wouldn’t expect anything less than these two influential musicians talking about their love life, family, building an industry, while sprinkled with songs of black people coming into power. The album crafts a story of how Beyoncé started as a polished pop star and turned her career into an empire, while Jay-Z speaks about being a street hustler turned corporate CEO. Yes, the queen of R&B and the master of Rap did not disappoint on this joint venture, in my opinion.

Now, a little history lesson for those who don’t already know. Let’s begin with Beyoncé. Beyoncé Giselle Knowles-Carter is from Houston, Texas, and her claim to fame began as being a part of the R&B girl-group, Destiny’s Child. The group also included Kelly Rowland and Michelle Williams. The group was also managed by Beyoncé’s father, Matthew Knowles. During Destiny’s Child’s hiatus, Beyoncé released a solo album entitled ‘Dangerously In Love’ which won her five Grammy awards and featured the number one singles ‘Crazy In Love’ and Baby Boy. Destiny’s Child eventually disbanded in 2006, and Beyoncé has been rising in fame ever since as a solo artist.

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Shawn Corey Carter, or better known as Jay-Z started his rap career when he released his debut album, ‘Reasonable Doubt’ in 1996. A year after founding Hip Hop label, Roc-A-Fella Records. The album hit commercial success immediately. Jay-Z is a businessman through and through. Aside from Roc-A-Fella Records, he is also the owner of the sports bar 40/40 Club, co-creator of Rocawear clothing line, acting president of Def Jam Recordings, and founder of the Roc Nation entertainment company. Who knows how many more companies he owns or is affiliated with.

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Okay, back to the album. ‘Everything Is Love’ is as the album title claims, about love. It tells the story (though not necessarily in chronological order) of how Beyoncé and Jay-Z met while traveling, and then seeing each other again two years later. Beyoncé mentions how Jay-Z fucked up and got back together and built an industry together while raising a family.

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The album opens up with ‘Summer’, a Motown/R&B track which talks about, what else? Love in the summer. I honestly wished the entire album continued in this kind of vibe. Unfortunately, the next track, ‘Apeshit’ goes on a Trap beat turn overlaid by a heavily auto tuned mumble-rap rap flow. Who is this? Took me a few seconds to realize it was Beyoncé rapping. Good thing it was only her flow that was mumble rap, because her vocals are clear and concise. ‘Apeshit’ is their lead single for the album, released on 16 June 2018 and talks about how their performances make the crowd go apeshit, basically.

The Carters – ‘Apeshit’ music video

The Trap/mumble rap goes on for another two tracks, and then ‘713’ brings back a boom bap vibe with a beat is more on Jay-Z’s turf. The track talks about how the couple met and got together eventually. Other notable tracks include ‘Friends’ which has a very catchy hook, which leaves me to believe this will be their next single, if they decide to release another one. ‘Black Effect’ is the aforementioned song about black people in power. Backed by an 808 kick and trap style hi-hats, while being overlaid by Beyoncé’s vocal harmonizing, this is a good combination of both new and old school Hip Hop. I totally dig the old school beat on the final track ‘Lovehappy’ too. I’ll leave it at that.

Overall, besides the fact that half the album has a Trap/mumble rap feeling (sorry, I’m a little biased), there is a focus on quality put toward the album as a whole, which actually makes it enjoyable. This shows true, as the album makes number two on the Billboard 100 charts. Kanye take note!

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