Atlanta has held down the mainstream hip-hop community over the past few years with their innovative hip-hop swag, and now, the Georgia capitol changes the dynamic once again with the rap trio The Shop Boyz. Unlike previous artists, however, the young MCs (comprised of cousins Meanie and Fat and long time friend, Sheed) bring along a specific trend in clothing and a new resonance to the genre. With a fresh, rock-friendly appearance consisting of band t-shirts, skull belts and wallet chains, The Shop Boyz bob their heads not only to the baselines, but also the guitar riffs in their self-indulged "hood rock" sound. This blend is sprinkled throughout their debut album Rockstar Mentality.
The three amigos spent years working on cars to pay for music expenses, and their hard worked paid off when their infectious first single, "Party Like A Rockstar," dominated the ringtone market in the early spring and spawned the "hood rock" phenomenon.
Dispelling detractors, The Shop Boyz prove they have more to offer than just one single. The lads recall spending their earlier days at their old stomping grounds of "Bowen Homes," remembering what it was like coming up in the "apartments that sit off Bankhead." Also, the group slows down the beat and backs away from the aggressive lyricism on "Next To Me," where they show a more romantic side with lines like, "You were down for me girl when no one was / When I was down and out, you gave me kisses and hugs."
The most unique highlight on Rockstar Mentality, however, is "Rollin'." This eclectic tune is a refreshing fusion between the styles of The Beach Boys and Andre 3000's "Hey Ya." The Shop Boyz aim to separate themselves from the popular Crunk style, made famous in Atlanta, and this composition does the trick. Though the song explores a subject that has been talked about time and time again, the rap trio presents it in a completely different way.
Unfortunately, most of the tracks on the album fail to showcase the group's individual talents, and instead, they appear as mirror images of each other. "Totally Dude" is the biggest offender, as it sounds a bit too reminiscent of "Party Like a Rockstar." It's as though someone recycled the beat from "Rockstar," expanded the chorus, and gave it a new name. They're even the same length in time.
The Shop Boyz didn't necessarily make the impact they could've hoped for, in regards to record sales, and while some of the efforts on Rockstar Mentality are redundant, the collection will, at least, satisfy aspiring rock stars and a club-goers alike.
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