Words by Francesca Djerejian Rating: 3.0 out of 5.0
Repping San Francisco's crime-ridden Fillmore district, Richard Bougere a.k.a. Big Rich has put work in, in the rap game since his adolescent days, achieving local notoriety with the supergroup Done Deal Fam. With Bay Area veterans E-40, B-Legit and San Quinn behind him and the release of E-40 Presents Big Rich: Block Tested, Hood Approved, the rapper is finally enjoying a buzz that could take his Fillmore-bred skills nationwide.
While Big Rich is one of the Bay's up-and-comers, he is careful to distinguish himself from the bubbling hyphy movement of the East Bay that is fast becoming Northern Cali's ticket to national hip-hop renown. This is not to say that he isn't tapping into the frenzy, as the selection of hyphy's speedy sonic backdrops and collaborations with the likes of Mistah Fab and Dooney Baby of Federation suggest.
The production is stellar Bay throughout, thanks to the innovative work of Mal Amazin (in-house producer for Rich's 3 Story Musik company), Sean T (who boasts production credits for The Game and E-40), Droop-E (E-40's son), and the godfather of the hyphy sound, super producer Rick Rock.
Still, for all the love that Fillmore Rich gives to the Bay, his rhyme style has New York written all over it, and he shouts out the Rotten Apple on several occasions. In fact, the rapper's West Bay flow sometimes sounds like pure, uncut East Coast gangsta, which makes collaborations with New York rappers sound seamless. It gets ugly when the M.O.E. and Y-O combine, from the title track with J-Hood to the Sheek Louch-featured "It is What It Is."
Big Rich mostly stays within a comfort zone of thug tales, drug sales and money gettin'. On the B.Banger-assisted "Lay It Down," he gets a little political over Mal Amazin's minimalist 808s: "Yeah I know it sounds bad, but it's all good / Cause Bush don't give a f--- about a n---- from the hood So I don't give a f--- neither / Get rich or die broke / Let em tell my story in Don Diva, or F.E.D.S. mag / Tell em how at 12 you used to sell parsley out of sandwich bags / Get that money young n----, that's all I know / So imma chase that money 'til the day I go."
The album has its moments, including the triumphant "From Nothing To Something" where Rich spits the realness with more punch than usual. The production highlight of the album is easily "Elbo Room," where E-40 outshines both Rich and B-Legit over Sean T's deliberate horn riff, sweeping strings and potent bass thump. And the prince of the Bay, Ya Boy, joins Fillmore Rich on the sinister "Got a Problem," where the two rappers are at their gun toting, drug slingin', ruthless best. Rich proves he can also hold down a track for the ladies on "How Come?", where he and soul crooner Selau trade perspectives on playin' and being played.
While Big Rich might not wow you with his lyricism, he has a compelling delivery, charisma, and affinity for hooks that, matched with fire production, make for an entertaining listen. A testament to local unity, E-40 Presents Big Rich: Block Tested, Hood Approved also provides a nice sampling of the best of the Bay. The bubbling hyphy movement is on and popping, and Big Rich is riding the buzz while sticking to his own swagger- Any Hood, U.S.A. should approve.
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