Around the mid way point of Rihanna's seventh album Unapologetic, she recites a litany of woe "I don't know where to go, I don't know what to feel, I don't know how to cry, I don't know oh oh why " and whether you take Unapologetic as a serious self-portrait of the woman as a fucked up lover or a well oiled pop machine running on all cylinders will depend upon whether you buy into it. And I don't.
But I do think it is a very very good pop machine and, entering the Hot 100 at # 1 next week I am not the only one who thinks so.
Rihanna names herself the Executive Producer this time and, though it wasn't as though Talk That Talk was Rated R, this album lays it on and then some. On "Nobody's Business" she takes The Dream (the guy who gave her "Umbrella", Chris Brown and a Michael Jackson sample and works a cool handed magic on it, part gossip column, part Motown marvel, it is a huge and meaningless pop moment and another big big hit in waiting.
And no, it sure ain't "Where Have You Been" or "We Found Love" it has the stamp of world class dance music. It is built to flame high.
There are others, "Pour It Up" throws down Rihanna with the Trinidadian at her most indifferent, name checking Jay-Z and counting her bucks as she hangs with the boys, "All I see is signs, all I see is dollar signs" and there is something lethargic and smark in her take. Much like her 747, she is taking us for a ride. Where was Rihanna when Drake and Brown were killing themselves after her.
"Numb" has Eminem in Slim Shady mode and he doesn't sound strong, he sounds desperate and Rihanna sounds the same as ever (ergo, check out the name of the song), "Phresh Out The Runway" walks the walk , the David Guetta "Right Now" takes on House and loses nothing, "Jump" uses a synth and a sound effect. Indeed, this is a very good album. I never much cared for "Diamonds", "Stay" and "What Now" are sincere, never Rihanna's strong suit, and otherwise, this is a really good modern dance and a hit as I write this review.
It is missing a "We Found Love" but otherwise is the equal of any electro-pop that doesn't have G-Dragons name on it. I mean, going to Rihanna for sincerity is like going to a hooker for true love. It isn't what they are selling.
Grade: A-