''Let Em Ave It'' is the second studio album by
English
English usually refers to:
* English language
* English people
English may also refer to:
Peoples, culture, and language
* ''English'', an adjective for something of, from, or related to England
** English national ide ...
rapper
Giggs. The album was released on 21 June 2010 under
XL Recordings
XL Recordings is a British independent record label founded in 1989 by Tim Palmer and Nick Halkes. It has been ran and co-owned by Richard Russell since 1996. It forms part of the Beggars Group.
Although only releasing an average of six albu ...
.
[NME.com – Giggs reveals new album](_blank)
/ref> It is the follow-up to his debut album '' Walk in da Park'' (2008). The album was supported by four singles — "Slow Songs", "Don't Go There
"Don't Go There" is the second single from English rapper Giggs (rapper), Giggs, released from his second studio album ''Let Em Ave It'' and features vocals from United States, American hip hop recording artist B.o.B. The single was released in t ...
", "Look What the Cat Dragged In
''Look What the Cat Dragged In'' is the debut studio album by American glam metal band Poison, released on May 23, 1986 through Enigma Records. Though not a success at first, it steadily built momentum and peaked at #3 on the US ''Billboard'' ...
" and "Hustle On", two of which charted in the top 60 of the UK Singles Chart
The UK Singles Chart (currently titled Official Singles Chart, with the upper section more commonly known as the Official UK Top 40) is compiled by the Official Charts Company (OCC), on behalf of the British record industry, listing the top-s ...
. The album features guest appearances from B.o.B
Bobby Ray Simmons Jr. (born November 15, 1988), known professionally as B.o.B, is an American rapper and record producer. Raised in Decatur, Georgia, Simmons was signed to Jim Jonsin's Rebel Rock Entertainment imprint in 2006. Two years late ...
, Joe Grind, Gunna Dee, Starboy Nathan
Nathan Abraham Lauren Fagan-Gayle (born 2 November 1986, South London), known commercially as Nathan and more recently Starboy Nathan, is an English Contemporary R&B, R&B singer, most famous for his Top 40 singles "Come into My Room" and "Diamon ...
, among others. Production derived from Bayoz Musik, Boom Productions and Drumma Boy
Christopher James Gholson (born August 11, 1983), better known by his stage name Drumma Boy, is an American record producer.
Early life
Born in Memphis, Tennessee, and raised in Cordova, Tennessee, he was exposed to music at a young age. His mot ...
.
The album debuted at number 35 on the UK Albums Chart
The Official Albums Chart is a list of albums ranked by physical and digital sales and (from March 2015) audio streaming in the United Kingdom. It was published for the first time on 22 July 1956 and is compiled every week by the Official Charts C ...
– at the time becoming Giggs' highest-charting album.
Background
The album was recorded in London at The Workshop studio and also Canalon Studios.B.o.B
Bobby Ray Simmons Jr. (born November 15, 1988), known professionally as B.o.B, is an American rapper and record producer. Raised in Decatur, Georgia, Simmons was signed to Jim Jonsin's Rebel Rock Entertainment imprint in 2006. Two years late ...
. "Slow Songs", which features Mike Skinner, was included on the album as a bonus track.
Singles
*"Slow Songs" was announced as the album's first single but was not publicised. The song features The Streets
The Streets are an English music project led by vocalist and multi-instrumentalist Mike Skinner.
The project has released six studio albums: ''Original Pirate Material'' (2002), ''A Grand Don't Come for Free'' (2004), ''The Hardest Way to M ...
. The track only features as a bonus song on the album and is not part of the official track listing.
*"Don't Go There
"Don't Go There" is the second single from English rapper Giggs (rapper), Giggs, released from his second studio album ''Let Em Ave It'' and features vocals from United States, American hip hop recording artist B.o.B. The single was released in t ...
" was released as the second single on 24 February 2010. It was expected to chart at a high position, but failed to make the UK Top 40 despite a large amount of airplay. The song features B.o.B
Bobby Ray Simmons Jr. (born November 15, 1988), known professionally as B.o.B, is an American rapper and record producer. Raised in Decatur, Georgia, Simmons was signed to Jim Jonsin's Rebel Rock Entertainment imprint in 2006. Two years late ...
. The track only features as a bonus song on the album and is not part of the official track listing.
*"Look What the Cat Dragged In
''Look What the Cat Dragged In'' is the debut studio album by American glam metal band Poison, released on May 23, 1986 through Enigma Records. Though not a success at first, it steadily built momentum and peaked at #3 on the US ''Billboard'' ...
" was released as the album's third single on 6 June 2010. It reached number 52 on the UK Top 100.
*"Hustle On" was released as the fourth single on 28 September 2010.
Critical reception
''Let Em Ave It'' garnered generally positive reviews from music critic
''The Oxford Companion to Music'' defines music criticism as "the intellectual activity of formulating judgments on the value and degree of excellence of individual works of music, or whole groups or genres". In this sense, it is a branch of mus ...
s. James McMahon of ''NME
''New Musical Express'' (''NME'') is a British music, film, gaming, and culture website and brand. Founded as a newspaper in 1952, with the publication being referred to as a 'rock inkie', the NME would become a magazine that ended up as a f ...
'' gave high praise to Giggs' delivery of street tales while giving it a distinct UK flavour, concluding that "his second record is certainly a collection of stories this island has rarely heard told in one of its own accents."BBC #REDIRECT BBC #REDIRECT BBC
Here i going to introduce about the best teacher of my life b BALAJI sir. He is the precious gift that I got befor 2yrs . How has helped and thought all the concept and made my success in the 10th board exam. ...
...
also gave praise to Giggs' bare-bones approach to gangster rap while still remaining British as possible, concluding that, "Eschewing daytime radio hit filler, with menacing heat such as past single 'Look What the Cat Dragged In' stashed in his arsenal, Giggs certainly lets anybody who stands in his path have it."
said that despite Giggs' slow-paced flow and lack of interesting rhymes, he praised the production for giving elevation to the tracks, concluding that "''Let Em Ave It'' isn’t going to appeal to all rap fans, let alone the music buying public at large, but what it does do is introduce a major new talent to UK rap."
Matt Jost of RapReviews found some of the material too reminiscent to other American rappers but praised Giggs' conversational delivery of the tracks for resembling
's works, calling it "An album that very often sounds all too familiar but that still persuades with individual personality and local flair."