Drake shook up the music industry on February 13 with his sudden iTunes release of If You're Reading This It's Too Late. No leak. No advertisement. No problem. He sold over 500,000 copies in the first week and rocketed to the number one spot on the Billboard charts.
The album was originally planned as a free mixtape release hosted by DJ Drama, but all that changed after his recent lawsuit against Cash Money Records. Drake has made sure the public is well aware of his unhappiness with the Cash Money situation. That said, whether or not this truly a mixtape or just a recording hurried along to fulfill his contractual obligations doesn't really matter; If You're Reading stands strong on its own merits, proving a fine effort by an artist in transformation.
Here, we have 17 tracks that expose anger, bravado, and even some self-conscious reflections about the 28-year-old. There isn't a definitive radio single or anything resembling a catchy hook, quite rare for Drake, and the production is rather minimal, especially compared to his last two albums. This is Drake's darkest and most serious effort to date.
Album opener "Legend" is among the many standouts, a sample from Ginuwine’s “So Anxious” lingering over a myriad of high-hats and production percussion. "Preach" has some assistance from PartyNextDoor, who sings the closest thing to a hook on the album. PND also produced the song, and throws in some 1980s keys and synths to close out the track. Drake purchases a Bugatti "just to hurt” on "Know Yourself," one of If You're Reading's best. The track is produced by Boi-1da and finds Drake's anger building slowly all throughout. "Jungle" is one of the few cuts where Drake sings, asking his girl to cut back on social media over a smooth, down-tempo beat by long time friend/producer, 40. "Fuck what they talkin’ about on your timeline / that’s cuttin’ all into my time with you."
This isn't a party album. This isn't the album you throw on at the beach or an afternoon cookout. This is an album you play at night, with a stiff drink in hand. If You're Reading is thought-provoking, lingering in your consciousness, growing on you slowly. It is Drake at his most raw and unfiltered, odd and gloomy. But it is also Drake at his best.
Critics' Rating: 4 out of 5 Stars
Album stream below...