While staying true to some of the trendier rap styles of today, Tory Lanez also brings back a soulful and reminiscent sound to his sophomore release.

The atmospheric sound is created from the intro and only intensifies as the album continues on. Upon my first listen I didn’t find anything different from the sound already created by today’s rappers.

Yet, with every now and then I was taken back to rap of the early 00’s. Especially with the use of skits and sound effects.

I think my biggest issue is subject matter. I just don’t understand the need to flex how much money you have, or how many platinum albums you have, and if you’re going to do you really need more than one song to say it on?

The overall flow and transition of the album is cohesive and takes you from song to song with ease. The use of combining 2 tracks into one was not a technique I had seen used before and almost resembled works you’d find on a mixtape. This allows Lanez to stand out among fellow rappers he gets compared to. (Which he touches on in his song “Tell Me”)

While there are a few stand outs that I really enjoyed, I feel that majority of MEMORIES DON’T DIE is more trendy and “in the now.” Which isn’t a bad thing, it’s just hard to see longevity in the more trendy tracks.

There is unexpected versatility at certain parts of the album — like the transition between “Skrt Skrt” and “Benevolent.” The biggest surprise was the change from “Hillside” to “Hypnotized.” — and I believe that the surprise change of pace or sound is what really made certain tracks stand out more than others.

I do think overall fans of the genre — and Lanez — will be delighted with what he is delivering. His flow is strong and his singing resonates the way it should on specific tracks.

The storytelling in “Happiness” and “Pieces is almost poetic. I’m not sure if it’s in the flow, the production or the construction of the lyrics, but listeners are drawn in and almost pleading to know what happens next. These are the moments that make rap what rap is.

With that being said, I understand that there is a lifestyle behind Lanez’s music and that you write about what you know about, but — in light of the current culture — I do have an issue with over use of gun shots in skits and songs.

His strongest track — as far as story telling and delivery — called “Pieces” is beautifully constructed, but almost glorifying the use of guns.

Aside from that, almost every skit and every intro involves the use of gun shot sound effects. (But this is more a personal issue with the rap culture not Lanez.)

MEMORIES DON’T DIE is available for streaming and purchase on all major platforms and currently sits at Number 2 on the overall US iTunes charts.

Below I have linked my top songs from the album. The perfect way to sneak a peek before fully immersing yourself in the album.

Happiness/Tell Me

Pieces (ft. 50 Cent)

48 Floors (ft. Mansa)

Dance For Me (ft. NAV)

Hate to Say

All images posted were found in the fair use section of Google.com. I do not own the rights to photos and music searched on this post. Credit goes to song owners and creators as well as Youtube.com and Google.com.