Craig David - The Time is Now

Craig David
The Time is Now
2018
Spotify

Yeah you read that right, this is a review about that Craig David, the "7 Days" singer who faded into obscurity only to reemerge in 2016 buffer, and ready to come back. In the UK David suffered a few quite public scandals and eventually moved to Miami to re-group and prepare for his eventual comeback. At this point the world is flush with R&B singers and most people have forgotten the early Garage hits that David sang on so to many this may be a new introduction. It is noticeable throughout, but on "Going On" Craig David does an almost identical Drake impression. His delivery, his vague Latin allusions even his style all seem to come from Champagne Papi and it feels awkward as hell. "Live in the Moment" produced by Kaytranada and featuring GoldLink is the one bright spot on the album but more for Kay's creative prowess rather than David's singing. Throughout The Time is Now Craig David feels like he is chasing popular culture but never quite getting there. At 37 it's not the time to start singing like the kids if that isn't something you've been doing this whole time. Not to mention the whole thing feels like two to three years behind where music is right now. "Love Me Like It's Yesterday" has this tropical house beat and one of the most cringe lyrics I've ever heard with: "Cop you a brand new car/You're lookin like a superstar", a phrase that has been said in hip hop and R&B for about 30 years at this point. It just feels like He is reaching for something that He doens't really understand.

When He says "bla bla bla bla" (trying to make the trap gunshot sound) and "ya ya ya ya" on "For The Gram" it could not sound more out of place. We get a bit of a reprieve when Dan Smith of Bastille comes in on "I Know You" lending his powerful vocal to the minimal track and making David feel like an after-thought. When you listen to "Live in the Moment" in line with the rest of the album you can feel just how much better Kaytranada is than any of the other producers on this album. The song wiggles and requires you to be fully listening. It's the one point in the album where your ears peak up and you are engaged again, if only for a moment. The rest of the album follows suit, just a little to long and a little to off to be any fun. You just wish Craig David would be himself, because He does have chops and can cleary pick some good producers to work with. He just needs to be a hell of a lot better if He wants to be relevant in 2018.

5.0 out of 10