New Boyz are one of those groups that sit in a unique middle-area between two genres. They are too pop to be considered serious rap but are too rappy to be filed safely under pop. Their new album Too Cool To Care is very up and down. Some tracks are so cheesy that you just want to hit the ‘skip’ button while others are so good you can’t help but wonder why these guys haven’t made a bigger name for themselves.
‘Tough Kids’ which features Sabi showcases all New Boyz really are, simple pop-driven rap that will be lapped up by fans of 3Oh3 but disliked by the more serious music fan. It is easy to see why ‘Crush On You’ has become a single, although once again the lyrics are cheesy which will be a turn-off for many people.
‘Active Kings’ has a subject matter that sees New Boyz possibly become to risqué for their teenage market (which begs the question which demographic are they aiming for) while the smooth and catchy ‘I Don’t Care’ deserves to become a hit single.
The cheesiness returns with ‘Porn Star’ but that is soon forgotten about with the great ‘Backstreet’… which is yet another track begging to be used as a radio single. But it’s ‘Meet My Mom’ where New Boyz really captures the sound that seems to suit them… its mix of dance music with rap vocals seems to work extremally well.
‘Start Me Up’ is so poppy you could be excused for believing that it is a new track from Justin Beiber while the sexist ‘Better With The Lights Off’ is one of the better tracks on the album… and ‘Magazine Girl’ is not far behind that.
‘Zonin’ sees the return of the rap/dance hybrid that works so well but ‘Let U Leave’ is another woeful track that just seems to drag down the album. At least Too Cool To Care ends on a nice note with both ‘Can’t Nobody’ and ‘Beautiful Dancer’ capturing an amazing R&B sound that does give New Boyz some credibility.
Too Cool To Care will be hit and miss with most people. It is well worth a listen but be prepared to hit ‘skip’ a few times while you are listening to it. A little cheesy in parts, but New Boyz do show some glimpses of talent.
