Selling CDs in the Bay Area has always been a hustle. With over 21 solo and group albums, Hyphy coiner Keak Da Sneak has built a career out of pimping words. After the first edition was led by B-Legit, a new cast comes together for volume two. Joined by former Ruthless Records artist – and King Tee protégé, Baby S, as well as relative newcomer Q-Z, these three California commanders join for a second set of verses talking turf, sex and stick-up’s. Perhaps really just a mixtape sporting a barcode, fleeting moments of Word Pimpin 2 result in some truly quality, enduring music, tucked away between spaces of rhyming words over bears.
With his trademark gravel-voiced delivery, Keak is complemented by Q-Z and Baby S well. The three are able to compare their streets throughout this album, finding state commonalities on “Cali Girls” and “Cali Hyphy.” Despite the latter title, this disc sprinkles Hyphy elements, but really just expresses itself as various styles of west coast rap. The single “Do It Right,” uses a catchy chorus, polished production, and Snoop Dogg on the remix that finds gangsta rappers making the kind of anthems made famous by ’90s staples like Warren G, DJ Quik and The Click.
Although Keak might be the highest profile of the ensemble cast, Baby S has come a long way from his 2002 Street Fractions debut. With a verbose flow rivaling Kurupt [click to read] in his prime, Baby S earns his microphone time. One minute he’s referencing Scott La Rock and other fallen emcees, the next he’s questioning whether rap dreams are worth it on “Givin’ Up.” With 20 tracks, Word Pimpin 2‘s 74 minutes run longer than most releases and most attention spans. While the music is charged, this quantity compromises the quality. Songs like “What It Is” not only feel antiquated in production, they also seem to lack a point.
Pimping or not, some of these words resonate. The sub-title track “We Don’t Need You” is brilliant. Slow, dramatic production, a leaned chorus and a whole lot of attitude seems to be an anthem to legions of independent west coast stars. As media and radio have long ignored veterans and newcomers alike, there is good reason why artists like Keak remain prominently featured on albums from Jake One [click to read] and The Alchemist [click to read] as well as San Quinn and E-40 [click to read]: talent and following.
As California collaborative albums have spawned releases like Bully Wit Fullys or Long Beach 2 Fillmoe, Word Pimpin 2 demonstrates a higher level of polish, and music more accessible to outsiders and fans of music south of San Jose. Still, the filler verses or swiped beats like “I Choose You” hold the release back. Keak Da Sneak finds the group chemistry he had with 3xKrazy, as Baby S proves he doesn’t need N.W.A.‘s old label to show he’s got talent.
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