Never, in my wildest dreams, did I believe I would one day hear the lyrics ‘Google me bitch’ drawling from my iPod. Well, Ice Cube’s new album I am the West has achieved the seemingly impossible. Best known for his membership in US hip-hop group N.W.A and more recently for his solo musical, film and writing pursuits, Ice Cube’s new 16-track record is not his best work.

I’m afraid on this latest album, the man also known as O’Shea Jackson has slipped a little too far from his roots of political jibes and narratives of racial and cultural tensions that were so overt in the days of N.W.A and even more recent solo albums.

I Am The West dispels such poignant song subjects, instead favouring a more egotistical slant from the rapper. ‘Urbanian’, as I mentioned above, features lyrics that seem like they could have been penned by a drunken youth freestyling to his friends as a joke:
‘ I ain't ghetto, don't you know, I'm urbanian

Fuck with the kid, and I'll turn, into Damian

Google me bitch, wanna know, what my name is

Don't even ask, stupid ass, am I famous.’

Elsewhere on the album, the Cube makes references to Kool-Aid, Alicia Keys, and mocks Oprah Winfrey and Tiger Woods. On some occasions, vintage Ice Cube standard resurfaces, only to be forced back into the depths of mediocrity. ‘Hood Robbin’ is one track which features quality lyrics and production, and is overall a quite enjoyable listen, but that song stands alone among the others which are rather banal. Although I admit enjoying ‘No Country for Young Men’, which also (sort of) refers to touchy subjects such as homosexuality in the military and excessive alcohol consumption.

To me it seems that one man who once arguably wore the title of being one of the best rappers of his time, has hung around too long and descended to the levels of other hip hop artists of this mostly disappointing era of hip-hop. It pains me, but if I didn’t know better I would assume this album to be the work of an unknown, wannabe gangsta. But Ice Cube does warn to ‘always know who you’re fuckin with’…so I’ll make my apologies to Mr Jackson if this counts as ‘fuckin with’. But I will say it is maybe time to put away the rhyme, Sir.

Review Score: 3.5/10