The BEP’s has blessed the world with a new album titled Translation. For those of the Gen Z group, in 2009 the BEPs dominated the charts (and our middle school years) for the first part of the decade. Hits like Boom Boom Pow, I Gotta Feeling, and Meet Me Halfway stuck like grits, and though arguably dated, still do if not for the fun nostalgia. The group has released albums since then, but this album is reminiscent of their 10’s Era defining pop album because it comes at a very similar time. In 2009 we were reeling from the recession, people were without homes and jobs, and the Energy Never Dies was an escape to the dancefloor: a hard-hitting pop album that wasn’t new or groundbreaking, just an escape for the tough times ahead. It would be crazy to not compare the two eras and how the roll-out for this album has come in the middle of coronavirus, mass unemployment, and riots for justice due to more (yes more) killing of Black people by police.
The BEPs have never been known for groundbreaking soundscapes in their music, but that does not mean it’s not enjoyable and in fact the myriad of ways group producer Will.I.Am is able to rework a dated 80’s sample speaks to his creativity. It could be said that those samples are more creatively used than other artists going sample crazy right now, but our point here isn’t to pit artists against each other. What is reassuring though, is that a group that could’ve easily fizzled out after having one of its most popular members (Fergie) leave was able to channel some of their hallmark sounds and rework it to be modern in 2020, but who would’ve guessed that meant an album full of Latin-pop bangers?
The album opens with their big hit, 'Ritmo', featuring J. Balvin and a sample of Corona’s 1993 club hit Rhythm of the Night. Instantly it seems, we are put into a trance that allows us to unwind and the lyrics focus on good times, not our current worries, whatever they may be. It sets the scene and also makes sense as it is the group’s highest-charting and most recognizable song from the album.
Following 'Ritmo', we have 'Feel the Beat', the third single released on the day of the album, which samples the song of the same (ish) name by Lisa Lisa and Cult Jam, and introduces the audience to the newest member of the grou
p, J. Rey Soul, a Puerto Rican Afro-Latina singer whose voice is able to croon the refrain with longing just like the original songstress the sample pulls from. She mesh
Mamacita is the second single from the album and one that samples Madonna’s La Isla Bonita, reworking it to be a modern Spanish bop filled with a winding bass and “Ahhs” delight. The slow island getaway transforms into another Reggaeton banger with the drums hitting the downbeats at just the right time, with just enough force to provoke movement from your body, and lets the voice of new singer J. Rey shine through. This track also has some of the most catchy verses from the other members Taboo and Apl, while also adding in a guest verse or two from Ozuna, whose verse is able to keep up with the others.
It becomes clear at this point that the BEPs have found their formula, for the most part: they rework a classic song, sampling the best parts, add Latin drums and beats that have always been around but skyrocketed in popularity thanks to songs like Despacito (one may even wonder why artist Luis Fonzi wasn’t seen on the album since he was responsible for such a mega-hit), and have a Spanish speaking artist feature for an “authentic” feeling. Will.I.Am, Taboo, and Apl.De Ap’s contributions are Spanglish verses that are at best: something for non-native Spanish speakers to follow along to and feel comfortable with and at worst: awkward juxtapositions of similar words in English and Spanish that paint a picture, but by no means a masterpiece (are we looking for one though?).
What this group excels at with their newest album, is wrapping the now popular sound(s) of latin-pop in a bow for English speakers. Perfectly capturing what is already popular in Latin America, and bringing it to us in the US market. With so many of the songs in Spanish except for their choruses and refrains, it can come off as alienating to listen to an album in a language one may not know or understand fully, but the Peas aren’t worried about catering to the English speaking music market, after all, this is the same market that saw Bad Bunny’s fully Spanish album Yo hago lo que me da la gana (I do what I want) debut at number 1, a feat never seen before 2020.
Much like the E.N.D., whether you love or hate this album the soundscape of it will be around for a while, and if you pay attention to the music coming out this summer and in the beginning of the 2020’s watch out for a beat or reference from this album here or there, but the thing with the Black Eyed Peas isn’t that they make genres of music more popular to the public than they were, especially with how streaming has allowed for the vast distribution of music, it is their uncanny ability to create an album that takes everything from that genre that works and put it together into a cohesive album.
Other notable mentions include Girl Like Me, a song that features Shakira and sees her return to some of her She-wolf brand “weirdness”. It's fun, it’s definitely single-worthy, and I would be surprised if the BEPs don’t capitalize on the global superstardom of Shakira like they did other artists Maluma and Ozuna, especially with a song that calls back to an era where so many loved the music she was putting out. 'Duro Hard' is a sexy reggaeton bop that has some of the best lyricism seen on the album, both by Becky G and the Peas, including a verse reminiscent of Daft Punk’s technologic which combined with Reggaeton production, is a true gift to the ears and a surefire way to get your body moving. Get Loose Now is a hard-hitting, fast-paced, mish-mosh with no regular structure song using every percussive instrument the Peas could throw in that forces you to get all of the dancing out before moving into the more socially aware final 2 songs on the album. It feels like you’re shaking out your body of all of the riff-raff so we can come back to reality and accept that the escape is over, and there’s work that needs to be done to secure a better future for ourselves.
Some Hits Include:
Feel The Beat
Mamacita
Girl Like Me
No Manana
Duro Hard
Get Loose Now
Side-note: Hey everyone, this is Colin! Today's post was written by my great friend Demetrius F. A huge thanks to him for writing this amazing review on 'Translation' for this week's post!
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