Partially due to a slanted media spin that branded them perpetuators of violence, the Murder Inc. label's all-star effort, Irv Gotti Presents: The Murderers, never cracked the mainstream when it debuted in 2000. But rather than give up on his gut instincts, CEO Irv Gotti chose to drop the "Murderers" moniker for The Inc. and recommence making records full of raw rap realism with added R&B flavor.
This time around, Gotti focuses on making the Murder Inc. family more marketable to the masses. "Down 4 U," which features Ja Rule and the murder mamis (Ashanti, Vita, Charli Baltimore), is a radio-ready assertion of thug love. This blend of both worlds continues when Ashanti adds her platinum poise to Cadillac Tah's tough tales of street struggle on "The Pledge." Rule also contributes "The Rain' and "Ain't it Funny."
When the Murderers come together on a track, they seem inspired by the West Coast —- specifically by Death Row's legendary dynasty. On the melodramatic piano play of "Ganstafied," Chink Santana's singing is reminiscent of Nate Dogg's crooning; and with references like "thuggin' it for life," you may find yourself rewinding to see if this is another unreleased Tupac track.
A solo standout by Charli Baltimore that proves her loyalty to the Inc. ("No One Does It Better"), as well as an appearance from Gotti himself, round things out; proving that the Murderers are no longer limited to riding Ja Rule's coattails.
– Cleon Alert