7. Timbaland, Shock Value I and II
FIRST RELEASE: Shock Value (2007)
METACRITIC SCORE: 54
SALES*: 138,000 first week sales, total sales to date unknown
SECOND RELEASE: Shock Value II (2009)
METACRITIC SCORE: 50
SALES TO DATE: 37,000 first week sales, total sales to date unknown
ANALYSIS: Timbaland is a future Hall of Famer as a producer. As a solo artist? Notsomuch. Shock Value was a hit out of the gate when it was released back in 2007, thanks largely to anticipation. However, word of mouth on the album—which featured a bunch of A-list cameos from the likes of Justin Timberlake, 50 Cent, Elton John, Missy Elliott and more—was not very strong here in the United States (although it did become a hit in the UK). Whatever little brand equity Shock Value had in 2007, it lost when the poorly received (critically and commercially) volume II dropped in 2009. Again, the features were there—Drake! Katy Perry! Miley Cyrus!—but the public at large apparently doesn’t believe in Timbaland as a “face.” Their loss, yo!
ANALYSIS: People LOVE 2 Chainz when he’s featuring on tracks. Just ask Nicki Minaj, Robin Thicke, B.O.B., Drake, Kanye West, Juicy J and the dozens of other artists who have put 2 CHAIIINNNNNZ on their records over the last few years. As a solo artist, though, he doesn’t seem poised to be a breakout artist, which is why we were a bit surprised that he named his second solo album under the 2 Chainz moniker after his first.