Dem Franchize Boyz quickly established themselves as the creative force behind the No. 1 club anthem, “I Think They Like Me.” Signed to Jermaine Dupri’s imprint, So So Def, Dem Franchize Boyz’ new album “On Top of Our Game” shows just that, a so-so debut effort that is far from def by this Atlanta-based quartet.
The set opens with “My Music,” a beat-heavy track that gives an introduction to the group’s style and tries to showcase each member’s individual flow. The problem is each member feeds off each other and it is hard to identify each member individually. “My Music” and “I Think They Like Me” start the album off with a bang. Both tracks, however, provide fuel to a vehicle that is beyond repair.
Atlanta crunk is on a current wave with artists such as Lil’ Jon, T.I. and Boyz-In-The-Hood, whom the group bears a striking and almost suspicious resemblance to. The group attempts to ride this wave with their current single, “Lean Wit It, Rock Wit It.”
Unfortunately the crunk doesn’t last long. The album feels as empty as a black hole. Like many of their peers there is a lack of lyrical content and production value. “Bricks 4 The High” and “Ridin’ Rims'” are virtually the same beat. This flaw is further illustrated on “You Know What It Is” and “They Don’t Like That.”
The group offers nothing new and the majority of the tracks bleed into each other. The excitement of “I Think They Like Me” and “Lean Wit It, Rock Wit It” is lost in the shuffle of the remaining tracks.
“Freaky As She Wanna Be” stands out, not because of its sexual content, but rather it’s production. The beat carries each verse smoothly, a task that should have been accomplished on the entire disk.
“On Top of Our Game” is a short listen; the first half of the album, however, is far superior to the second. Listening to the album straight through exposes the monotony of the beats and the lack of skill the group has at the moment. The album has its shining moments but there is nothing memorable about the effort.
Dem Franchise Boyz lack creativity. The hook of “Stop Callin’ Me” is “Bitch, stop callin’ me,” which is easy to confuse with the hook of “Don’t Play With Me,” which is “Bitch, don’t play with me” – pretty simple. It is that lack of melody and creativity that proves that the group isn’t “on top of their game.”
