Album: "24k Magic"
Released: Nov. 18
Label: Atlantic Records
Rating: B
Bruno Mars’ headspace this decade has been setting the music world ablaze. Since his debut in 2010 with “Doo-Wops & Hooligans” and the massive success of 2012’s “Unorthodox Jukebox,” Mars has been a mainstay in pop music thanks to his willingness to expand his influences. In his new album “24K Magic,” Mars officially wavers from his piano crooning days to present a James Brown, Marvin Gaye mashup with additives of synth, autotune and sharp beats to make the album sound fresh and modern. In “24K Magic” Mars aims for slow funk ballads; however, the "top hit" power he had on “Unorthodox Jukebox” does not seem to be his priority this time around.
Now, it’s all about that funky tune with pulsing soul that seems so forgotten in this day and age. Mars is willing to compromise without delving completely into any particular category of music. The album opens with a synth oriented display of Motown callbacks and hip hop flair in the song "24k Magic." The next track “Chunky” is sharpened with crisp back-up vocals and techno grooves.
“24K Magic” relies on polished production in order to have different elements in each song, but Mars is the main component in the quality of the album. His attitude in songs “Versace On The Floor” and “Calling All My Lovelies” shows that Mars is a more confident man now than ever before, however it may come off to some as crass arrogance.
In “Lovelies” Mars has a guest spot from Halle Berry for added effect. Mars tries to emulate the legends of funk to varying degrees on each track, but his sound doesn't warrant anything other than imitation. The final track “Too Good To Say Goodbye” is a message to the audience from Mars about the album and his own persona that disguises itself as a love song.
“24K Magic” is a nice deviation from the standard pop record, giving the listener a fresh, yet familiar experience. However, Mars spills out too much James Brown emulation to the point of it becoming distracting. He came into popularity by taking advantage of his triple threat status and unique aura, but he has now lost his distinctive character as he feels the need to not act like himself. Mars is both the biggest strength and weakness of this album.
I would give “24K Magic” a B rating. The highly anticipated album is rewarding when it comes to the musical skill level, but just because Mars puts so many genres together doesn't mean it stands out that well. All the songs lend a hand in expanding funk and R&B to a wider audience, which is always a great accomplishment. Mars just needs to play to his own strengths instead of trying to be like someone else.