Emerging artist Martin Jordan makes his debut in our review pages with his latest output, And I Love You, a 10-track genre-bending, experimental project. The UK rapper brings a different vibe to the rap genre with a peculiar twist. His laidback flow, knack for penning strange and somewhat relatable tales, and, if we may, devil-may-care demeanour, is what makes the project quite different.
The first track, “Just Breathe,” serves as an introduction of sorts and informs listeners with a laundry list of things that make the artist tick. Over a gloomy synth-driven backdrop, he casually raps about his favourite towns in the UK while referencing football clubs, meals and other random things. It sure works well as an opener and gives more than a handful of clues as to where the project is headed. This is followed by “Banger,” whose production is reminiscent of mid-2000s Timbaland. Here, Jordan goes into a stream-of-consciousness flow with lines like “Life’s a pyramid, it’s mysterious/They prefer me before Rey unmask like Mysterio/I’m putting everyone’s career on hold/Every name that I know, that I can’t name remains to this day untold” and continues with several pop culture references ranging from the cult film, Showgirls to Saved by the bell. “Banger” as a title might leave listeners perplexed, but then again, Jordan already promised not to follow the expected, so just expect the opposite. He gets solemn and reflective on “What A Life” and finds redemption on “Forgive My Sins.” The former sees Jordan unpacking the emotions stemming from loss from the past, while the latter finds the rapper going on a quest to rekindle his relationship with God.
The album continues with the part boastful, part playful “Greatest Rapper on The Planet.” Bolstered by a soulful jazz-hop backdrop with punchy drums and horns, Jordan drops some fiery bars with his characteristic nonchalant attitude. He switches his style on “Stole,” which ventures into the modern emo/cloud rap avenue. From the ethereal pads, gaudy synths, and bouncy drums to his autotuned vocals, Jordan truly goes the unexpected route on this track. The project ventures into the cinematic space with “Rap Tom Cruise,” an action-packed thriller-type song that sees Jordan embodying the spirit of the action star of the same name. The final track, “Goodbye,” is a bittersweet record that brings the project to a close. Bolstered by a triumphant cinematic score that rises to a crescendo, Jordan delivers a heartfelt speech about leaving a legacy on this world and leaves a reminder that he has given his all. Other interesting songs include the heartfelt “And I Love You” and the Eurodance-inspired”Right To Dance.”
Overall, And I Love You, is hard to box in and most likely be an acquired taste for some not used to his non-sequiturs and off-kilter style. Jordan doesn’t attempt to follow the rules, and he has the right to do so.
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