Soulja Boy’s last album, November 2010′s The DeAndre Way, was a disappointment in stores (moving under 14,000 units in its first week), but that hasn’t stopped the SODMG general from dropping plenty of new music and making plenty of new money in the time since. Beyond continuing to cultivate his online fan base through Twitter and visuals, Soulja has released a steady stream of mixtapes and EPs, and now comes through with The Last Crown, his eighth full-length project since this time last year.
In standard SB fashion, TLC is a danceable mix of boasts and brags about getting money, fucking hoes, swagging, and getting more money. To achieve this, the Interscope signee mixes auto-tuning (“The Last Crown Intro”), attempted singing (“Back It Up”) and congestedly flowed raps (“What Up Dawg”), using 19 songs to deliver a message that could have gotten across in a quarter of that.
Though the content quickly gets stale and there’s not much as catchy as some of the 21-year-old’s stronger offerings on The Last Crown, Soulja is again having fun here, unconcerened with haters and critics—and there’s something to be said for that. On “Swag Dat,” he spits, “Niggas mad, bitch, what? I’ma swag gladly/Never gave a fuck, I made my family happy.” In the very least, he deserves a crown for that. —Adam Fleischer