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If you make your album the most licensed one of all time, the masses will buy it. Moby spectacularly employed that strategy, plus a few well-placed celebrities (Christina Ricci in the Natural Blues video, the duet with Gwen Stefani for South Side) and saw his last album, Play, sell ten million copies worldwide.
Now, Moby has released a new effort, 18. The album, too long at seventy minutes, is uneven, with only a few great tracks (We Are All Made of Stars and Extreme Ways are among them). This, of course, is far from surprising, since Moby isnt exactly known as an artist that consistently puts out good releases.
Licensing doesnt seem to be a key part of the marketing plan this time around, but the concept of guest starswitness the We Are All Made of Stars videocertainly does. At least, on 18, theyre good guest stars, ranging from the spectacular Angie Stone on Jam For The Ladies to the controversial but brilliant Sinéad OConnor on Harbour. They provide many of the musical highlights on the album, which often suffers from too sparse instrumentation (Sleep Alone) and some lackluster production techniques (Great Escape).
The biggest problem with this album, though, is how often it tries to create variations on some of Plays hits, particularly on In This World, In My Heart, Signs of Love and The Rafters. For an artist who has often touted artistry and criticized the more business aspects of the industry, its quite ironic that Moby would repeat himself with those tracks, since they seem like such a commercial move.
And yet despite its disappointments, 18 is likely to be well-received by fans; it mixes techno, soul, and blues into what will most likely become the chill-out album of 2002. |
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