Your Favorite White Boy

Firstly, peace to all the new YFWB readers who have joined us this week. I hope you all stay around, comment and contribute to the debate we try to create around these parts.

If the activity out in the raposphere is any indication, anticipation is building for Jim Jones’ next release Prey IV Reign. This is a watershed moment for the Capo, no doubt. More than any of his previous releases, heads are checking for this joint – largely because of the position Jim has put himself in.

I’ve been watching Jim not so much as a fan, although I think dude is alright, but as an interesting case study in trying to stay relevant in an industry that runs through “stars” like drunks run street lights. Its difficult to stay on the radar. But through sheer personality (and ugh swagger), Jimmy has managed to not only entertain the masses (those sleepwalking interviews are hilarious), but create his own lane for what a hip-hop celebrity can (and maybe even should) be.

So Capo has managed to keep up on it long enough to drop his next album. But to a certain extent he’s boxed himself in. First and foremost, when you’re a rapper, people judge you by how dope of a rapper you are. What you do outside of the booth can make for great blog posts or entertaining videos or whatnot, but if you’re primary purpose is to make music, then you will ultimately be judged by your musical product.

Especially in Jimmy’s case. In hip-hop, those who talk a lot of ish must have the ability to back it up. If you want to go at the hottest rappers of the moment, that’s cool. In fact, its encouraged. But your product must be as hot – or hotter. Jones has been spouting off about his abilities, but this is where its time to “f*ck or walk”, as my colleagues say.

The expectations that Prey IV Reign will be a classic album have been created by his own team. While Jimmy was pronouncing himself the future of rap in magazines, his partner in crime Dame Dash has told anyone who will listen that Prey IV Reign will be a classic in league with Reasonable Doubt and Illmatic. That’s called inflating expectations.

The strategy, a colorful personality releasing a “highly anticipated” album, will definitely translate to stronger first week record sales. But the problem with high expectations is that they make it that much more important that those expectations are met. Ask Soulja Boy: “Platinum In A Week” campaigns are only good if you’re entirely confident you’ll actually go plat in a week. Otherwise, you just look foolish. Dumb as hell in his case.

The tracks in Prey IV Reign will decide whether Jim Jones has a future as an actual rapper, or whether he’s just another dude who you love to hear talk ish. Funny, but largely irrelevant.

I hope Prey IV Reign is a classic album. Lord knows rap is due for another one.

Jimmy’s career depends on it.

Tags: Jim Jones, Opinion, Pray IV Reign