Erick Morillo courts the dance music press as Beckham does the tabloid, and after years of anticipation the Colombian-born, New Jersey-resident's first artist album since his Reel 2 Real days arrives in the shape of My World.
Typical of many of today's dance producers, Morillo has assembled an all-star cast to assist in the vocal department, which as the highly quotable producer attests: "I'm fed up with all these faceless producers in dance music. It's time we took it to another level and gave people someone to identify with... it should be as big as hip-hop".
To realise his dream he's turned to celebrated hip-hopper P Diddy to offer his services on the hard-faced "Dance I Said" and the sub-acid title-track. A case of each needing each other to bridge the divide; Morillo just one of a number of acclaimed house producers collaborating with Sean Combs on his own upcoming dalliance with dance. Although the result is far from likely to help either's course on the strength of this brace of steadfastly underwhelming and less-than-palatable sound clashes.
The Audio Bullys sound their angst war cries on a trio of tracks that include the current single, "Break Down The Doors", and whilst they do have a unique vocal style is so it's hard to tell the three apart lyrically.
As a whole, My World represents a darker and more progressive side to the Subliminal head honcho then you might initially expect, bearing closer resemblance to his trackier Sondos imprint's output then the main label's established 'sound'. Contributions from DJ Rap, Terra Deva, Shawnee Taylor and even his old cohort the Mad Stuntman, make up the numbers, but its left to Boy George to steal the show with his vocoder-treated song on the kitsch and gutsy "Who Am I".
It's clear to hear that Morillo has almost become a victim of his own press, and seems to have unintentionally designed an album for short-term impact rather than longevity. It certainly has all the right elements, and is extremely well produced, but ultimately fails to deliver.