Artist- B.o.B.
Album- “May 25th”
Label- Grand Hustle
5 out 5 Pitchforks

The largely unknown Atlanta rapper, Bobby Ray Simmons (aka Bobby Ray, aka B.o.B) justifies his spot on XXL Magazine’s “10 Freshmen of 2009” list with the release of his 2010 mix-tape “May 25.” Reuniting with some of his fellow freshmen, B.o.B gives a taste of the uniqueness that earned him a top ten spot.

Playing with his alter egos B.o.B. and Bobby Ray, Simmons features songs varying in style enough to feel right pouring out of an ATL cruiser or blaring in a Civic Hybrid. His talent as a lyricist and rapper are matched by his singing voice, making it easy for him to create a song anything from gangster-rap to R&B to pop and anywhere in between.

The album kicks off with the eerie production of “The Biz,” in which B.o.B addresses his self-criticism that he presents at the beginning of the track. He begins the album with “Allow me to introduce myself again/ Bob’s out the office, but Bobby Ray is in/ Please leave a message; wait let me get a pen/ I don’t really need it ‘cause I spit it off the lid.” Although the beat is a loop, it’s a supernatural and soothing one that evokes the image of a bizzaro world of hip-hop where it is common knowledge that B.o.B is at the top of his game. His flow is a dizzying swagger that reminds listeners he hails from the South.

The self-produced track “Champion” is a booming fight song in the name of Bobby Ray. Singing all his own hooks, he declares he is the champion over a marching band, drumline and brass. The song takes a dramatic turn in which a stadium full of Bobby Ray’s chant picks up and the horns drop out.

On the track “Out of Time,” B.o.B begins with a synthesizer-filled introduction that sounds like the beginning to Animal Collective’s “Graze.” Moving swiftly into an airy hook — sung by B.o.B himself — over trippy sounding electric guitar, drums and tambourine reminiscent of the ’60s, B.o.B cools down from the intensely introspective “Gladiators,” featuring J. Cole.

Sampling from Joni Mitchell’s “I Wish I Had A River,” B.o.B’s “F--k the Money” reflects on the stress of the career he introduces in “The Biz.” Produced by legendary hip-hop artist Kanye West and featuring popular rapper and fellow freshman Asher Roth, it is amazing that the track’s catchy sample isn’t being hummed all over campus by now.

The standout track “Don’t Feel So Good” begins with acoustic guitar, bells and hand drums, an uncommon musical texture felt in the hip-hop world. Singing over the earthy production, B.o.B muses on the rough state of the world.

The last song on the album, “Nothin’ on You,” featuring Bruno Mars, is a perfect track to end on when juxtaposed with the leading track, “The Biz.” Where the first track is a perfectly-executed gangster rap song, “Nothin’ On You” sounds like a hip-hop/pop masterpiece. Between Bruno Mars’ falsetto cooing and reassuring his one and only love of his loyalty, B.o.B’s quick-footed style flicks off the tongue, following the starry-eyed beat that seems appropriate in a European dance club.

With his varying flows, clever lyrics, catchy hooks and mixing of genres, B.o.B leaves little room for criticism. A true renaissance man, Simmons’ “May 25th” is a unique hip-hop album worthy of drawing real attention to any future releases.

Reach David at derobles@asu.edu