Apr
18
2009

Señor Kaos Reviews Asher Roth – Asleep In The Bread Aisle

(Note: Oh so apparently in the past somebody said something about Asher Roth that wasn’t too his managers Scooter Braun’s liking, and he thinks I wrote it. That’s why in this post I included my name in the beginning, since people seem to miss the authors names at the bottom! This is how Señor Kaos feels about Asher Roths album, and my views do not reflect the views of anybody else who writes for The Kaos Effect. Ya Dig!!!) Now that’s out of the way… here we go…

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I know I’m DUMB late with this but I wanted to get this posted before Asher Roth’s album drops on Monday 4.20, so you know what I thought about the album before it releases.

Early in April I was invited to a small private listening session for Asher Roth’s debut album “Asleep In The Bread Aisle” by the good people at Universal / SRC (Terrell).

I’ve bumped into Asher Roth twice in my whole life, both times in Atlanta, but I’ve never really got a chance to chop it up with dude or see him perform for that matter. Add to that the only song I’ve heard from him is “I Love College” and the joint he always does over the Cannon beat. So going into the listening session I didn’t know what to fully expect.

I was a little thrown off by the album title “Asleep In The Bread Aisle.” I’m still not sure what he means by it, but too me, bread is slang for money, so it means being sleep in the money aisle. It’s never bad to wake up and be surrounded round some dough. Lol.

Anyway. Asher wasn’t present at the listening session, according to the homie Dj Wreckineyez they were in Cali rocking a show. However AR’s manager Scooter Braun was present to play the album and collect feedback.

As I arrived a lil late, the album was already playing. As I’m making a plate (you know I’m always hungry) Scooter announces that the album is out of order, and that he’s going to drive home to get the official version. Say Word…

While he was gone, cats ate and chatted. The room was filled with a few Dj’s: Jay Force, Dj Lord, Dj Majestik, Journalists: Maurice Garland, Jacinta Howard, Eric Perrin, Randy Exclusive, and a few people who I wasn’t familiar with. The homie Chicago Rilla was also in attendance.

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Not long after my first plate (yeah I said first), was finished, Scooter returns with the official album and the games begin. Being the smart man that Scooter is he supplies everyone in the room with a Tequila shot. Most of these listening parties have liquor, everything on the album sounds good when your tipsy! LOL

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As he ran through the album I tried to take notes as much as I could. The one song I remember the most, is “Be By Myself” featuring Cee Lo. That joint is Jamming!!! Most of the production on the album seems to be by a producer Oren Yoel. I’m not familiar with him or her, but their sound compliments Asher style very well. I noticed the album had a very live feel, like live drums and instrumentation. I’m not sure if anything was sampled.

For the longest everybody has been comparing AR to Eminem. I don’t know if it’s because I haven’t listened to an Eminem album in Yeeears, or because I was never a big Em fan, but I don’t really see the comparison. They have two totally different styles, content, subject mater, and the only thing they really have in common is …. well you know the answer to that one.

Asher has a song on the record called “As I Em” where he speaks on the Eminem comparisons from the media, critics, etc. It’s a little more laid back from the rest of the cuts on the album. On one end I’m sure that’s something that’s been eating him up, Is that people can’t mention him without mentioning Em. On the other end, I’m not sure if he should of even acknowledged it, I think once people hear the album all the Em talk will go out the window.

Other stand out cuts too me were “She don’t want a man,” and “Sour Patch Kids.” I liked the content on “She don’t want a man” very relatable and I really like the drums on “sour patch kids,” the drums are CRAZY!

I also heard joints Asher has with Beanie Siegel, Busta Rhymes, Jazze Pha, Keri Hilson, and Slick Rick. Apparently the song with Slick Rick (which is produced by Knottz) will only be on the International version of the album due to sample clearance issues. Which is crazy, cause that’s one of the dopest joints on the album as well! MC Ricky D hasn’t lost a step!

There’s also a joint that Don Cannon produced where Travis Barker is on the drums. I thought it was okay, but I was really looking forward to hearing more of Cannon going in on the beat like he normally does.

The Marketing push behind this album is absolutely genius. The album will be released on Monday April 20th, 2009, which is also known as 4.20 AKA National Marijuana Day AKA Smoke Something Day. This will be the only Hip Hop album in my knowledge on a major label to be released on a Monday instead of a Tuesday. The first 5,000 copies are said to be wrapped in a smokeable paper. The idea is to buy the album, roll something up, and smoke while you listen. That’s genius, I’m not mad at that all. For the record I don’t smoke, but If I did, that creates a sense of urgency to own one of the first 5K copies. There is also said to be an “I Love College Remix” with various artists dropping soon…

Can Asher Roth emcee??? Yes. I didn’t hear anything on the album that I just said “Yo, this is wack!” However one thing about the album for me is, I don’t know if this is something I’m going to be listening too in 2010, or 2011, 2012 for that matter. “Asleep In The Bread Aisle” is a solid effort, but it lacks staying power.

I enjoyed the guest appearances but I wasn’t impressed by the star power that was featured on the record. I don’t feel Asher Roth has genuine relationships with those other emcees, and it shows. You can tell when emcees really vibe with each other, and when somebody just cut a check for you to be on their record.

There are some albums that I’ve heard, that might of went triple wood as far as sales, but I can still listen to them 7 years later and it’s like the first time I’m hearing it. I think Asher Roth’s album is going to be the opposite. It’s going to do well in the form of sales because of the hype surrounding it, but I think people won’t even be talking about this record by the end of 2009.

All in all, I’m happy with the un-tradtional buzz that Asher Roth has created without chasing major radio play, etc. He’s truly connected with his audience via the Internet to create one of the strongest buzzes I’ve seen in years. You have to think just last year in 2008 he did his first live show. Now he’s rocking audiences of thousands across the world. Not bad, Not bad at all Mr. Roth.

Rating System: 1 Brick = Automatic Classic 2 Bricks = Solid Effort 3 Bricks = Aiiiiiiight 4 Bricks = Your Buggin 5 Bricks = What the hell were you thinking! You deserve to get hit with 5 bricks to face for us having to listen to this.

Asher Roth “Asleep In The Bread Aisle” Rating. 3 Bricks To The Face

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Asher Roth’s debut “Asleep In The Bread Aisle” will be available in stores this Monday April 20th, 2009. on SRC

Photos courtesy of Lisette Torres

2 Comments + Add Comment

  • Sounds like a good review to me my man. I might have to check his album now…….maybe! LOL

  • love the honesty. don’t expect nothin less!!

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