Don’t tell anyone. On second thought, go ahead, but there’s a chance many won’t give the next statement much consideration anyway. But quiet as kept, with his Care Package EPs – hopefully the third emerging sometime soon – and timely features, Omarion has been a model of consistency in a stable that occasionally prefers the quantity over quality approach.
Like Gunplay and Teedra Moses*, however, he’s often relegated to back passenger seat status in preference for the label’s more dominant names. “Need That Love” is illuminated by familiarity, from the sample (LL Cool J’s “Hey Lover” and Michael Jackson’s “Lady In My Life”) and partner-in-rhyme, The Artist Formerly Known As Bow Wow, Shad Moss, whom he collaborated with on 2007’s Face Off.
The truth of the matter is O (and Shad)** understands his target audience. “Need” makes a nose directly into the demographic with the result being dope all things considered. Top 40 hit? No. Crossover? Nope. Addition to FM stations fall, late-night cuffin’ season playlists? Quite possibly. And that’s all one really needs in life: a chance.
* – I’m not even sure if she’s still signed to MMG.
** – Though I’d be willing to bet MMG gives Omarion a legit album release date long before YMCMB gives Ol’ Shad one.