Clearly tired of being pigeonholed as a “conscious rapper,” critically-acclaimed emcee Common is taking a new direction with his upcoming eighth studio album, Universal Mind Control (formerly titled Invincible Summer). Choosing not to feature any Kanye West production on the new disc, the Chicago native will experiment with a club/techno sound that everyone in the industry has seemingly dug the past year or so (oh hey, Timbaland). For the first official single, entitled Universal Mind Control, Common teams up with Pharrell Williams, and together they channel their inner Afrika Bambaataa (remember Planet Rock?). While some might see this new approach as “selling out,” the majority of listeners should recognize hip-hop’s diversity, and consequently, Common’s true mastery of its various forms.
Think Common Music Inc./Warner Bros.
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