On the strength of slang-infested, platinum-selling albums by Juvenile
and Lil Wayne
, the Hot Boys
clique (hailing from New Orleans' Magnolia Projects) have transformed their Cash Money label into a billion-dollar industry. And the release of the Big Tymers' I GOT THAT WORK is sure to fatten the Cash Money empire's bankroll. Comprised of the label's co-CEO Bryan "Baby" Williams and in-house producer Mannie Fresh
, the Big Tymers elevate the playa lifestyle to new levels of materialism on such car-crazy and ice-obsessed tracks as "Sunday Night" and "#1 Stunna." The lead single asks everybody to "Get Your Roll On," but if you're not cruisin' in a chromed-out SUV with 20-inch wheels you best stay at home. Predictable lyrics aside, the secret to Cash Money's success lies in Fresh's electro-flavored Southern bounce, a mix of intricate drum programming with live bass and synthesizers. This infectious beat style, featured prominently on tracks such as "Snake" and "Pimp On," is derived as much from '70s R&B as it is from classic hip-hop. And, of course, the Big Tymers get a little help from their friends, as Juvenile, Lil Wayne, and the B. G.
guest on more than half the tracks. Fun as it is, I GOT THAT WORK isn't strictly a party affair. On the uplifting "My Life," the crew takes a break from flossin' to speak out against drugs and violence. Now that's really "Bling, Bling." Ryan Crosby