Bubba Sparxx - 'The Charm' (Purple Ribbon/EMI) Released 03/04/06

Now you all remember Bubba Sparxx don’t you? Fat lad Southern boy rapper who once managed to get Missy Elliot on a tractor in his first video? Had a decent sophomore LP that no one bought? Well he’s back and he’s signed to Big Boi’s (of Outkast fame) new label Purple Ribbon and unfortunately it guarantees he will be forever remembered for that race with Misdemeanour…

First track on ‘The Charm’ is ‘Represent’ and whilst not being particularly offensive it ticks the boxes for two of the most tired Hip Hop clichés in A.) Another song entitled Represent and B.) High pitched staccato keyboard that was last seen in fashion on Da Luniz ‘I Got Five On It’. With predictable rolling bass and deep plodding beats you’re left longing for Timbaland’s signature weirdness that made his last album so enjoyable. There really isn’t a great deal else on offer here, ‘Mrs New Booty’ is more of the same and ‘Heat It Up’ sounds like a Busta Rhymes B-Side. This is a real shame considering that most of the production is handled by the incredible Organized Noise who make the future funk that made OutKast’s name.

It’s not all completely lost though; Timbaland’s appearance behind the console on ‘Hey’ sees him rejigging his masterful ‘Dirt From Your Shoulder’ off Jay-Z’s Black Album. Problem is Bubba is nowhere near Jigga when it comes to rhyming and this is the first real highlight and it’s the second to last track. The album closes with the assistance of fellow OutKast protégé Killer Mike on ‘Claremont Lounge’ and it sounds almost exactly the same as every track on here.

They say everyone deserves a second chance and after the label problems Bubba suffered with ‘Deliverance’ you could say Sparxx would be long overdue but on this evidence he’s destined for 'Also Ran' status. It’s not that this is a really bad record but in an increasingly over crowded marketplace Bubba is pushing the same product everyone else is with his only real gimmick being his deep south rural roots. And what great record was ever sold on that?