Pop culture trends and gimmicks aren’t for everyone and Louiz Rip shares this sentiment on his latest project Joe Average. The native Kansas City emcee teamed up with producer Royce Diamond to complete the new release full of bobbing bass lines, percussive synths, jazz and break samples worthy of footworking, excellent verbal rhythmic delivery with mid western pronunciation, and occasional melodious hooks sung by Louiz Rip himself. Utilizing Louiz Rip’s talent for wordsmithery, a heavy message relating to confronting unrealistic expectations, overcoming struggles, and allowing reality be a sobering element in everyday life in order to enable independent thinking and personal growth is woven throughout the album.
The self-titled track, “Joe Average” introduces the listener to a coming of age tale about a young man that becomes the cool kid solely by staying true to himself. However, a landmark hook for the album is found in the track titled, “Machine Maker”. The lyrics, “middle finger to the machine that made you believe in something you wasn’t created to be” dig deeply into the false sense of reality and fantasy obsessed perspectives that are doled out in many of the music, entertainment, and media outlets today. Another strong track, “S.L.U.T. for Love” calls out industry outrageousness and the conditioned desire for hype to gain cultural hierarchy with, “they’ll take the wheel to your car and drive it off a big ass cliff… just keep it real in your heart instead of being money’s bitch”. Not to mention there is a quite a bit of humor added to Louiz Rip’s wordplay and couple of feel good party tracks along the musical journey with Joe Average.
Louiz Rip and Royce Diamond have put together a project that truly represents Kansas City’s own unique hip hop sound. Apparently there is a bigger picture in life other than making a lot of money and becoming a celebrity. Perhaps hyper glamorization will become the new “average” or maybe it already is. Have a listen for yourself ,the album is available on
iTunes, http://itunes.apple.com/us/album/joe-average/id527946850 as well as CD Baby, amazon, emusic, google play, and spotify.