It’s that time again. Time for Big K.R.I.T. and Def Jam to begin the rollout for Cadillactica with a new single, “Pay Attention.” All of the ingredients are there: lyrics pointed in the direction of a feminine character, singer/songwriter Rico Love assisting with the songs sentiments by crooning the hook. The biggest change here is K.R.I.T. stepping from behind the boards and leaving the production to hitmaker Jim Jonsin’. No worries as the sound doesn’t stray far what works for the 4eva rapper as Jonsin’ creates a soulful, sinewy backdrop that coats the ears.
“Pay Attention” is obviously not the fiery “Mt. Olympus”, but a smoother number that maybe has its sights set on radio instead of the schoolyard rivalry rap purists prefer. To be honest, song might have a tough time finding a place on Clear Channel’s crowded playlists filled with similar songs that occupy the same space. Still, for those of us that hang our hopes on his material, it’s new K.R.I.T. so we’ll take what we can get until Cadillactica arrives in full.