Flo Rida scored a big hit in 2008 with the hypnotic “Low,” following a trend in mainstream hip-hop spearheaded by Soulja Boy and favoring bass-heavy, minimalistic arrangements and computer-made beats. Likewise, Flo Rida’s sophomore album, R.O.O.T.S. (Route Of Overcoming The Struggle, a theme that emerges only sporadically), dabbles in light electronica, atomic-bomb-sized synthesizers, and ringtone rap – beats that evoke the feeling of being trapped inside a chronic texter’s cellphone. Unlike most rappers, Flo Rida turns the lucrative genre into a valid form of art, mostly due to his ear for a good melody. Nearly every tune on R.O.O.T.S. has a chorus that could’ve been pilfered from Akon’s candy shop of hooks. Flo even partners with him in one, the seductive and disco-y “Available.”
Flo shows his two sides: the girl-obsessed Casanova, hopelessly addicted to girls, strip clubs and hooking up, and the “meaningful” side, acknowledging his past and the obstacles he overcame to reach platinum status. The former is more prevalent, but both prove decent songsmiths. He scatters three songs – four if you count “Mind On My Money” – that specifically deal with his past throughout the album, the most memorable being “Rewind.”
The lascivious, upbeat songs keep R.O.O.T.S. from fizzing out, however. “Right Round,” which wears its “You Spin Me Round (Like A Record)” sample almost like a parody of the goofy Dead Or Alive original, is tastefully obscene pop-rap at its very finest. Nelly Furtado is perfectly cast in the booming “Jump,” letting her fluttery vocals evoke the song’s title.
Though the production is definitely commercially formulated, it is done so in a high-caliber and masterful way. Flo makes the choppy synthesizers and skittering beats sound fresh by way of his syrupy and multi-tracked vocals and a galvanizing disco influence. Nothing on R.O.O.T.S. is as instantly memorable as the inflated bass and ear-nesting electro-beat of “Low.” But with hooks this revved-up and well-crafted, Flo Rida doesn’t need to worry about “Low” being the only
