While many established rappers are being downsized from major label deals to “independent” contracts, Harlem MC Jim Jones is climbing the food chain. After sharing the limelight with Juelz Santana and friend-turned-foe Cam’ron in Dipset, Jones has become the group’s most popular member thanks to his 2006 monster hit “We Fly High” and his laid-back, populist appeal. Though most critics have never cottoned to him, his Columbia debut Pray IV Reign is arguably the first half of ’09’s biggest hip-hop release, and for the most part it won’t disappoint his fans. Jones maintains a great ear for beats and melodies, and tracks like “This Is the Life,” “Let It Out” and “Pop Champagne” show off his hypnotic, breathy delivery. Sure, Jones can be crude — “This Is for My Bitches,” for example, is even cruder than it sounds. But throughout the album, he successfully exploits his everyman appeal, particularly on songs like “Rain,” a truly moving story of urban decay. Rather than posturing as a bloodthirsty criminal like so many other MCs, Jones portrays himself as a crowd-pleaser who happens to be in the right place at the right time. It’s hard to argue with that.
This article appears in Apr 9-15, 2009.