SoMo’s major label debut leaves the listener underwhelmed
SoMo • SoMo • Republic • US Release Date: April 8, 2014
YouTube has become the ‘it’ means of being discovered as an artist these days. Honestly, the art of self-promotion is truly savvy, aggressive gameplay personally. Where so many talented artists don’t have the confidence or the moxie to put them self out there, those that use a platform like YouTube deserve success. Even so, that doesn’t mean that what they have to offer is necessarily exceptional or laden with swag. SoMo, a burgeoning R&B/pop artist, takes his stab at fame with his major label debut, SoMo.
Being signed to Republic is definitely a come-up from YouTube uploads. While SoMo shows the potential SoMo has to offer, it doesn’t prove to be fully cooked. Much of the cons with SoMo is the lack of an identity for its singer. SoMo doesn’t do enough vocally to necessarily impress on his official debut. No, that doesn’t mean he can’t sing – he can – but he also doesn’t come off as a superstar persona in the least.
“TMWYKAL”, which stands for “Tell me what you know about love”, initiates SoMo. If there had been more development, “TMWYKAL” could have actually been an enjoyable, full-length song. Instead, it’s merely the minute-long intro that precedes “I Do It All For You” with some solid vocal production. “I Do It All For You” unsurprisingly plays off of “TMWYKAL”, with SoMo doing whatever he has to please his baby. SoMo has a nice voice, but both song and vocalist leave more to be desired. In other words, there is a lack of distinction.
“Show Off” isn’t bad – pleasant by all means – but it also is plays upon tired clichés. Many times, listeners have been subjected to the sexual reference of teacher/student (“I’mma be your teacher, you gon’ learn the details / then I’m on a test, you’ll just follow the leader”). Again, there’s nothing wrong with it, or “love hits like rocket ships from outer space”, but it also doesn’t give SoMo an artistic edge.
“We Can Make Love” opts for the overt approach, which delivers questionable results for the singer. “We can make love / or we can just f*ck…” doesn’t necessarily scream ‘romantic’, as SoMo references. Sure, every male R&B artist these days thinks it cool to supplant ‘sex’ with the f-bomb, but that doesn’t mean that they necessarily should. Here, SoMo sounds more desperate than anything.
“Head first, chest hurts / never thought it get worst” opens “Crash” embracing the modern R&B sound. Drenched in a drunken, druggy vibe, the coolness of “Crash” appeals yet doesn’t exactly send chills or thrill; there’s just something extra missing. Distinct lyrics “Her fingers are coiled on my skin / what is this whole that I’m in / taking my clothes off again / feeling her warmth, but it ain’t warm,” catches the ear on “Blind”. Like “TMWYKAL”, “Blind” is a teaser, serving as only a minute-long interlude.
“Back To The Start” is a rhythmic slow jam, focused on sex – shocker. Like everything else, it is pleasant and works, but doesn’t scream “wow” by any means. Even if SoMo lives “for the rush” he sings about on “Back To The Start”, the audience doesn’t get the same effect – aka the climax is anticlimactic.
“Fire” may only inform the listener that SoMo’s girl “got that fire, fire, fire”, but it is actually one of the better cuts from the album. SoMo’s interpretation of a club cut isn’t exactly the ‘banger of the year’ (it still feels incredibly generic), but it does provide a slight spark. It’s the little things – the tiny victories.
“Hush” lifts from “Hush Little Baby” cornily within its chorus, but it is what it is. At least it has a nice contemporary soul groove working for it. Still, there is an air of generic. Maybe it’s the over repetition of “hush now, hush now”.
Penultimate cut “Ride” is filled with innuendo – yet another shocker. “Naughty, let’s get naughty / Girl, it’s only on or two,” SoMo sings towards the end of the first verse, “fever’s f*cking running / feel the heat between us two.” Of course SoMo provides details, including how he’s gonna “Kiss your body from the tip top / all the way down to your feet.” ‘Course, when a song opens with moaning (“Whoa”), what do you expect? For a sex song, it’s not bad but again, it’s also not revolutionary.
“Red Lighter” closes the album solidly. A bit more developed compared to many of the other cuts, “Red Lighter” has more depth and potential.
Ultimately, SoMo lacks an emotional connection. Sure, SoMo sings of very relatable topics in love and sex, but something about the delivery as well as the material leaves the listener feeling empty. The cupboard isn’t completely bare on this album, but it’s definitely nowhere near full.
Next round, SoMo will need to step up his game to make a truly thrilling, distinctive artistic statement. Here, he settles for trendy urban music that leaves its audience with a sentiment of “so what”. Now, it is time for the YouTube star to develop into his own.
Favorites: “Show Off”; “Fire”; “Ride”; “Red Lighter”