Memphis Bleek is a 46 year old rapper & songwriter from Brooklyn, New York starting as the original hype man for JAY-Z. Hov eventually signed him to Roc-A-Fella Records once their distribution deal with Def Jam Recordings was settled, dropping both his full-length debut Coming of Age & the sophomore effort The Understanding to mixed reception. M.A.D.E. (Money, Attitude, Direction & Education) would become my personal favorite album of his in the winter of 2003 & with the 20-year anniversary of 534 passing last month, the Warehouse Music Group founder is looking to make a comeback with his 5th studio LP.
“Durag Bleek” produced by Just Blaze was a perfect lead single to kick off the rollout talking about the Roc life being bigger than that mob shit whereas “Still R.O.C.” works in a gospel sample to talk about representing the same squad he’s been with for almost 3 decades, which he’s not wrong since Roc Nation Records is distributing Warehouse now. “You Should Know” laughs off those copping out more than they drop out over a soulful Cool & Dre instrumental leading into the mild pop rap cut “On My Way”.
We get a spoken word intro that takes up the first half of “Holla at Cheech” ahead of a 52 second verse off the top flexing that y’all should be following him outside of social media over a Sndtrak beat while “I’m the Type” brings a chipmunk soul vibe to the table talking about being the kind of person to ride with you until the very end. “King’s Design” suggests that he should be charging people the way he be speaking like a boss just before “3 Kings” featuring Benny the Butcher & Smoke DZA finds the trio talking about being royalty around their respective parts.
“Believe It” begins the 3rd & final leg of APT 3D with boom bap instrumental showing off the large lifestyle he’s been involved with ever since his music career took off really while “Choosing You” brings back the pop rap vibes except he & Mario Winans are doing it much better than they did on “On My Way” from the atmospheric sound to the lyrics of always remaining loyal to his partner. “Word to Hov” finishes Bleek’s first body of work in 2 decades with him taking the last 2 & a half minutes to shout out his mentor as well as explain that he had to take time away from music to pick himself back up from personal shit.
Taking it back to the apartment complex in the Marcy Projects that made him, APT 3D rivals M.A.D.E. (Money, Attitude, Direction & Education) by passionately returning to the booth casually shrugging off whatever Memphis Bleek had going on in his life outside of music. The production nostalgically throws it back to when Roc-A-Fella was at their prime as a label in the early 2000s & most of the features doing hooks other than both MCs who were on the 2nd single was a great move on his part since that time away gave him a lot to get off his chest.
Score: 7/10
