Be on the lookout for D3 Entertainment. They’re snatching up a lot of artists and putting out product quickly. Fresh off his recent Cash Money release, Mack comes to introduce you to his crew of homies. He also brings in artists such as Ice Cube, Lil Jon, Techniec, Timbaland, and the Cash Money Millionaires. As executive producer of the project Mack had his hands on the album’s process from start to finish.
The album’s debut single “LA Fo Ya” is already enjoying success at radio and has been heard at the Staples Center. The next single will be “Hittin Switches” with a possible video. If you’re looking for deep subject matter, don’t look here. This album is for the ridas. Backed by a solid marketing plan the album should push solid units. They’ve also custom made cuts for the Lakers and Clippers.
Although Young Trey put in the most production work (4 tracks), Leslie Brathwait shines on “Welcome To The Hood” and “Please“. On “Please” they won’t attract any new female fans with lines like, “Shut the fuck up bitch and get my money”, or “Please my ass bitch where’s my cash state to state, city to city and tittie to tittie.” Mack lays his pimp down with, “…shake dat ass bitch and ketchup.”
AD LOADING...
The downside is Da Hood doesn’t distinguish the artists as individuals. However, as a unit they produce a solid effort. Techneic provides the only worthy solo attempt on Payback. Ice Cube comes by on the hook of “What You Gone Do“. Next time give Cube 16. Techneic lets the world know he “speaks the language you niggaz bang with”. Mack 10 spits a familiar verse on “Life As A Gangsta. “I got money like a muthafucka and still got drama. I got 2 strikes dog and like 5 baby mamas.” Damn!
A short album by today’s standard as it ends at 46:14. I wonder why he didn’t use any production from Mannie or Dre? Anyway, this project should do well in Cali and open up a few other markets as well.
