Dem Franchize Boyz

“On Top of Our Game” (Virgin)

Compare to: Ying Yang Twins, Lil’ Jon

REVIEW: 1 / 5

In short: In spite of hit single and guest appearances from the likes of Three 6 Mafia and Bun B, Dem Franchize Boyz are nowhere near the top of the rap game.

Much in the way mainstream heavy metal was corrupted during the ’80s by artists obsessed with money, clothes, women and, above all else, themselves, the same fate is befalling hip-hop in the 21st Century. Nowhere is this more evident than on “On Top of Our Game,” the major label debut of Atlanta rap collective, Dem Franchize Boyz.

From front to back, “On Top of Our Game” comes off as an excuse for the Boyz to brag about how much cash they can throw around, how many women they can sleep with and how many of their enemies they can dis. Tracks such as “Ridin Rims” and “Freaky as She Wanna Be” prove time and again that the group is far more interested in style than substance. As far as Dem Franchize Boys are concerned, it’s all about the party, and the socially conscious hip-hop of Public Enemy or Tupac’s gritty tales of life on the street might as well not even exist.

On “On Top of Our Game,” Dem Franchize Boys come off like the hip-hop version of Poison or Warrant, caring more about scantily clad groupies and expensive cars than creating a relevant piece of music. “On Top of Our Game” is nothing more than an exercise in blatant materialism and misogyny.

– Joshua Haun