Unk is supposed to be the ‘next big thing’ in Southern US hip-hop. He has sold big numbers, got plenty of play in the clubs, and even drew the praise of Outkast who dubbed the single ‘Walk It Out’ the next big dance craze. I, however, am not really sure if I have been listening to an artist album or single track on repeat… it could almost be called “MTV Presents The Latest Down South Trend Soon To Vanish Part 1”. Unk is best known as DJ Unknown, and he’s built his reputation as a DJ whilst all the time writing rhymes and looking for his break. This album seems to have been it, and his name is soaring into the bright lights that only the US hip-hop scene can offer. This is the same scene that makes Lil Jon a mega star for his ability to holler “YEAH” and “OK” on a track, and also one that’s force-fed us Chingy, so take from that what you will…

For those unfamiliar with Southern US hip-hop, it’s aimed squarely at the clubs and charts, so allow me to break down what you can expect to hear. Firstly there is a deep drum kick; it’s spaced out allowing time for plenty of hand claps and the chanting of your crew to fill out the wall of sound. Next up is the lyrics; all rhymes will be slow – really slow – and the lyrical content consists of cars and how nice yours is, clubs and how your tracks are bumping in them, booze and how you like it, and of course ;adies and how successful you are with them. The chorus then features added chants from the artist and their crew, which is generally the track title. This is exactly what you have here, and for 19 tracks, again and again. It gets a little tiring.

Guests include Dem Franchize Boyz and Loko, but none bring anything to the table, it’s just more of the same. Despite all my hate, there is brilliant Southern US hip-hop out there, so go find yourself the music of T.I. and Lil’ Wayne. While doing, be sure to file this under “generic”.