"It's been a long time coming," RaRa begins on the intro. Well, if there was any justice in the hip-hop world, it would have been an even longer time. Then maybe the album would be more bearable.

You know you're in trouble when the producer's name is Platinum Status. That doesn't say anything about the musical aim, does it?

The production is alright at certain times. "Throw It Up" has a sampled flute riff that Toronto cats will recognize from Dream Warrior's "My Definition of a Boombastic Jazz Style." (Remember them?) It also features IMX (formerly known as Immature) and Mila J, who I'm guessing is his labelmate/protegee.

The real slipping point of this album is with the lyrics. Just about every cliche in hip-hop is used on EVERY song. There's nothing really innovative here at all. These phone-in lyrical appearances don't make it any easier to deal with the fluffy Casio... I mean Swizz Beats sounding production. The guest lyricists are for the most part just as substandard as RaRa himself.

There really isn't that much standout material here, because this album seems calculated to melt into the masses of mainstream rap with no intention other than to sell. It's not even that good at that. "Feel Ra Ra" has a sick orchestral beat though.

Catchy production and simple rhymes aren't enough to make you want to go get this album. If you love Ruff Ryders and want to hear a west coast version, pick this up. Otherwise, pass.