“It's exciting because not only am I giving fans the best of me on each track, I'm giving them a glimpse of their favorite artist in a completely different light.”
Establishing his beginnings in the music industry in the Hip-Hop realm, producer Timbaland has branched out drastically since his days of working with Missy Elliot, Ginuwine, Aaliyah and Magoo. Evolving in his sound, his ear for sound has grown past the urban audience and has adapted more of a universal appeal.
With 2007's Shock Value, Tim shocked many with the amount of smash hits he conjured up partnered alongside OneRepublic, Nelly Furtado, Justin Timberlake and many others.
If it works the first time around, it only makes sense to try it again, but make it even bigger.
With the sequel, he has enlisted popular acts such as Miley Cyrus, Chris Daughtry, Keri Hilson and many more. He even brought his boy Timberlake back for round 2.
A brief history lesson shows that Keri was on Timbo's track “The Way I Are” before she blew up so his track record has garnered success for those around him.
“I'm really proud of the caliber of artists on this album and all the work they put into making it a success. I can promise that no one has ever heard Katy Perry, The Fary or Brandy sound like this before.”
It's hard to really dissect that statement as something positive or negative. No disrespect or anything, but plenty of fans were “Off That” track once it popped on the CD when they heard Hov in a way they had never heard before.
“This is an album that can be listened to from start to finish every single time because each song is so unique and the range of artists is so diverse.”
One thing for sure is that if Tim's sound doesn't appeal to the Hip-Hop audience in all aspects, it will grip the attention of other genres and the fans within them. Some things aren't for everybody, but everything is going to affect everybody. It all just depends on what appeals to them.
Seeing that Timbo blackballed Jay for The Blueprint III and kept the best for his own project, one can only speculate the reaction the project will receive. As of today, the biggest complaint about the third installment was the production given by Timbaland.
Hate it or love it, Timbaland has branched out from his grassroots to show that in the end, it's always been about the music.