Beating his record of 5 x platinum sales on his third album could be a difficult one to achieve. DMX, as the only artist ever to have had two albums debut at number 1 in the US Billboard charts within one year, is one of the hottest properties in the current US Rap scene. Not only that, but he also has one of the most distinctive voices around. DMX's tones are so cavernous, deep and husky that he need not worry about life after retirement from the music circuit. The film industry will be clamouring to sign him up to provide the booming voiceovers for the film trailers you know the sort.
Despite his impressive tonsil power, it's easy to see why DMX has been able to shift numbers that more underground acts would die for because of exactly that. He has a winning commercial element. Playful inserts, tasteful samples and wisely chosen female vocalists (Stephanie Mills, Faith Evans) make this an album easily accessible to the mainstream but without (thankfully) entering cheesy Will Smith territory. The expertly delivered Who We Be and the funky Shorty Was Da Bomb see him keeping his edge and being faithful to the roots of real hip-hop. I'm A Bang and the gorgeous disco groover When Im Nothing occupy completely different territory and show this man's versatility in style.