![]() ![]() Southside felt like listening to a Ginuwine album on low volume, and with that sound came a bloated, sluggish project despite a massive push by Murder Inc. His debut album, Southside, while a defensible first project, never quite felt fully realized and at many times Lloyd’s restrained, almost whispering, vocals held down a lot of its potential. Lloyd - Street Loveīest Tracks: “Get It Shawty,” “Hazel,” “What You Wanna Do”Ītlanta singer Lloyd has always been an interesting figure in the R&B scene, especially in the mid to late 2000’s when he reached arguably the pinnacle of his career. The album works not only as a way of analyzing many of Irv Gotti’s faults as a label head in promoting the artists on this album outside of Ja Rule but also as an understatedly spry body of work that will keep your head bobbing throughout. The Murderers, as history showed, clearly never took off as a cohesive entity in the way that Roc-A-Fella would, but their initial album carries an undeniable charisma. Instead, Gotti and company use their time to promote rappers Vita and Black Child, and many of the album’s standout tracks only have cameos by Ja as he busts through the walls of the song like the rap version of the Kool-Aid Man, only to shout “It’s MURDAHHHH” and leave. What remains the most interesting aspect of the album is that its strongest parts, such as tracks like “Vita, Vita, Vita” and “Black Or White,” are the ones that barely have any trace of Ja Rule’s signature voice.
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