Multitasking is for suckers

Let me guess: The last couple of Common albums went gold, or platinum, or whatever they did, and the TIs at his label wanted him to return to the well for a third go-round. But there was just no way that was gonna happen this year.

Kanye West was busy embarking on a world tour to promote Graduation. And his mom died, and his girlfriend left him. And he’s got his own followup to Graduation to work on, as well as the new Jay-Z album.

Even if Kanye did slide Common some beats for Invincible Summer, there’s no guarantee they wouldn’t have been hot garbage. You’ve heard “Love Lockdown,” and “Jockin’ Jay-Z,” and “Swagger Like Us.”

The reason I bring this up is because I see Common’s label has picked today as the day to begin their promotional push for Universal Mind Contol, as the new Common album’s gonna be called, and you get the idea they’re just making the best of a bad situation.

Just now, I see there’s a new video out, for the album’s title track, and that it’s been made the Jam of the Week on MTV, even though they don’t really play videos like that. I guess it’ll get played more often on MTV, if you live somewhere that gets MTV Jams. (I don’t.)

The video for “Universal Mind Control” is not unlike the video Common did for “Announcement” a few weeks ago, in that obviously the main goal in creating it was not to spend very much money on it. It’s like one of those Rik Cordero videos, except with a few cheesy special effects added on.

Whereas the video for “Announcement” featured those line drawings on which Common would stand on top of and rap, the video for “Universal Mind Control” features shitty cgi animation and dancing robots. But I guess they couldn’t get Pharrell to spend the 15 minutes it would have taken for him to appear in this latest video, like he did that first one.

How sad.

Also, I see they’ve got Common listed in the headline of this week’s Mixtape Monday over at MTV News. But since the fact that Common’s got a new video coming out and an album coming out soon wouldn’t have been newsworthy enough to warrant its own Mixtape Monday, the headline actually has to do with something Common said about the new Kanye West album. Roffle.

Supposedly, Kanye West is singing all over 808s and Heartbreak, and Common actually went so far as to compare the album to his own Electric Circus.

Checkit:

“I love it,” Common said of West’s upcoming project. “Let me tell you, as an artist, you wanna be free. You gotta do what you feel. You can’t just cater to the audience. You gotta say, ‘Hey, y’all, this is where I’m at.’ For him to do an album called 808s and Heartbreak, you know that’s where he is at this moment. I heard some songs, and I think it’s fresh. I think the people are ready for it.”

I can’t imagine this will inspire confidence for those of you who were hoping all of 808s and Heartbreak wouldn’t be like “Love Lockdown.” But I guess we’ll see. For what it’s worth, I’d rather listen to Electric Circus than Finding Forever. But I’d rather listen to Resurrection than either of them. I’m close minded like that.

And then Common goes on to say that, while he didn’t bother putting as much thought into his new album, he doesn’t think his career as an actor is taking away from his career as a rapper. No really.

To wit:

Common’s own album Universal Mind Control drops in November.

“Last couple of albums, I felt a little more free,” he said of the evolution in his songwriting. “I just wrote whatever comes to me. [In the past], I would overthink things. I’d be like, ‘OK, I did a song for the ladies, so I shouldn’t do that again.’ I was at a point where I was like, ‘Man, I want to make people move and enjoy the music.’ ”

Although Common’s been busy working on the next “Terminator” film and had to push back the release of his album, he doesn’t think fans will color him neglectful.

“I’m not concerned with it,” he said. “I feel I’ve established who I am as a hip-hop artist. I think people respect that people are multitasking. If you’re doing both passionately and do them well, people can respect them. I’mma do my best at that. I’mma create my music. Overall, I feel that both [my professions] sharpen each other.” …

It doesn’t even sound like he’s convinced himself this is a good idea.

Couple that with the fact that he actually brags about shilling for the Lincoln Navigator in “Announcement,” and I’m really hard-pressed to defend this clown, even though I don’t find either of the singles as bad as they are kinda half-assed. The best I can think is that maybe he didn’t that much of a say in the matter. He’s too successful now to be much of an artist.

  • geico lizard

    i think commons ego is why he didnt ask kanye for some beats or let kanye produce his album again. the same thing happened with twista after he worked with kanye and went platinum his ego wouldnt let him put ye on his next album and he has been flopping ever since. common has banged alicia keyes and serena williams so add that to his acting roles and im sure he thinks he can do anything and he doesnt need a beat from kanye. if you want another good common album you need to get him back with kanye or erykah badoodoo.

  • http://www.prettypancakes.com amar

    i dunno bol, if we’re objectively-ish talking about profits and fans and record execs being pleased, love lockdown seems like a hit, ppl are liking it. Jockin’ Jay-z I’m not sure about, but “Swagger Like Us” seems like a hit as well. Even puffy got in on it and he has a track record of blogging terribly about music that ppl are liking. Like when he said kanye’s tour made him love hip hop again or lil wayne’s album is as good as biggie’s.

    http://www.prettypancakes.com

  • Pierzy

    I’m a Common fan but he does have a ridiculous ego…just ridiculous. He’s right up there with Kanye in terms of self-esteem.

  • Worley

    “I’d rather listen to Electric Circus than Finding Forever.” I’d rather listen to BE over everything except Resurrection.

    At a certain point, rap becomes advertising for some rappers. Cats making millions doing other things. All that recouping and touring the globe shaking your ass to make a buck gets old.

  • giantstepp

    I like his style and I respect what he tries to stand for….I just dont feel his music. Nah, he aint terrible, pretty decent in fact. But his shit just doesnt do it for me as far as hip hop. Get money Common, much success on your projects…

  • DV8

    Common has come a long way. He deserves the success he is enjoying know. Kanye was too busy to assist on the album so Common did what he had to do. If this album is indeed garbage Common will come to his senses and give us some of that real shit. Just like he did with Electric Circus (that resulted to him delivering BE and Finding Forever).

  • http://www.asdf.com Hey

    Your obsession with Kanye knows no bounds

  • capcobra

    common is that nigga…to evolve from a punchline 40 oz rapper to a grown man that doesn’t beg kanye for tracks…that’s alright.

  • fredMS

    thats kinda ignorant to assume that going from punchline 40 oz rapper to gay conscious rapper is maturing.

  • BIGNAT

    man kanye gave him decent stuff for finding forever thats why common not asking again. you see when BE was such a succes kanye got mad at that so like on the sly he gave common just good beats for finding forver. kanye was like no way am i going let this nigga album be better than mines. you know kanye is like that one of the best beats on there is the one with guess who on the song kanye.

  • ss

    Common will not let up on the Electric Circus thing, will he? He keeps bringing it up like people are going to finally realize that he was ahead of his time! Naw, bruh! Electric Circus is still wack! Get over it!

  • Manny78d

    yall know rick ross admitted to being a CO… check out keepittrill.com. Im posting this everywhere b/c the news has been lame as fuck lately on all three of the main hip hop sites