Kanye West had interrupting Taylor Swift at the VMAs. Mad Rad had a fight with a bouncer at Neumos. Like Kanye—and don’t worry, we won’t take this comparison so far that it becomes grossly unfair—Mad Rad spent much of 2010 recalibrating their brand and rebuilding their hype game even as they went to work in the studio, and they too cap the year with an album that aims, however obliquely, for redemption. Let’s have a toast to the douchebags.
Kanye came back from his gaffe with the recently released My Beautiful Dark Twisted Fantasy, an absolute mountain of an album—hiphop, pop, or otherwise—that finds new depths by doubling down on the auteur’s favorite subject: himself. Mad Rad’s new sophomore album, The Youth Die Young, feels like a more intentional and drastic reboot—from much-hyped party rappers (remember “third wave”?) to banned “bad boys” to, well, what exactly? The partying and the recklessness are still here—from the would-be cred-establishing (and Clipse-refuting?) boast in “Caveman” (“I don’t need keys to let us in/See what I did to your bouncer’s chin”) to the equally aggro and entry-obsessed sex rap of “I Want Your Blood.” But there are also heavy-handed attempts at sober reflection, angst, and “Epiphany.” If White Gold was the party, Youth is the morning after. Mad Rad haven’t become the good guys, but they’ve started to take stock of themselves as bad guys. But the results of this soul searching are disappointingly shallow on several levels.
As rappers, they still get by more on posture and attitude than on content or wordplay. Youth offers no gut-busting punch lines, no mind-blowing metaphors, and only a few truly impressive tongue-twisting runs (“The Machine” has a verse that almost echoes the double-time cadences of OutKast’s “B.O.B.,” right down to pivoting on the word “cancer”). Mad Rad’s newfound wisdom is by turns platitudinous (“You only live once”) and insular (“I love my friends”—well, yeah, who doesn’t love their own friends?).
The standout here is P Smoov, who remains the group’s most charismatic and credible rapper, and whose always promising productions are the most exciting thing about Youth. Smoov’s sonic world is icy cold and hermetic—”Stuck in space and dead as Neptune”—dominated by synthesizers and drum machines, with only a little room provided by live percussion, guitars, and cello. One wonders if Smoov’s productions might breathe a little better if he allowed in the occasional sample.
Mostly, though, the album sags under the weight of these guys trying hard to sound “meaningful” even if they don’t really have much to say. This manifests in some weird choices, like Buffalo Madonna’s gothic moaning and faux-British-accented soliloquies (which, again to his credit, Smoov treats adeptly).
Because they’re also playing this week, I’ve been thinking about Les Savy Fav in relation to Mad Rad, and what you might call the limit of gimmicks: Both bands have crazy live shows, but only the former records albums that I routinely put on for pleasure. If there’s a lesson to Youth, it may be not that ours die young but that rehabilitation, like controversy or hype, can take you only so far before the music speaks for itself. 
Grandy you are a narrow minded hater who sounds depressed. What a terrible write up this is. You have gone out of your way to dislike a really good album. You would have written this article just the way it is whether you listened to the album or not. Your opinion is as close minded as they come. You didn’t even bother to interview the band? This album neither sags nor is it shallow. The members get by on more than posture. The Youth Die Young is incredible. It shows evolution and growth and work. I think it’s you who is sagging. Why did you not let someone open minded review the album? Mad Rad puts on a show that is more entertaining than anything else going on in this city. This album is easily on my top 5 for the year.
Nearly 300 presale at Neumos and counting. 10 KEXP djs have asked to be on the list. Not exactly the sign of a sagging band or album.
“The 2nd album from the former bad boys of Seattle hip hop finds them continuing to evolve with a more ambitious and adventurous sound blending hip hop, electro, New Wave synth-pop and more into compelling songs that veer between partying all night and more reflective fare that adds some welcome lyrical depth. P Smoov has become one of Seattle’s finest producers, and here he combines a variety of danceable beats with atmospheric synths along with occasional cello and other live instrumentation. Try 1, 2, 3, 4, 6, 7, 8, 9, 10 & 11.—Don Yates”
I’d have to disagree with everything Grandy is saying here. It simply seems he is gunning for Mad Rad and had a preconceived notion of the album before he even heard it. I’ve been able to talk the guys after shows and at local bars. They are the farthest thing from being douchebags and have always been very nice, kind, and embracing to me as a fan.
My friends and I have been listening to the album on repeat the past two days and we cannot be happier about it! It’s so good! It’s like a moving score end to end. I cannot wait for the show and know that it’s going to be amazing.
“Coming closer to not feeling at all, I go through them all like ghosts through a wall.”
From Buffalo’s “Love in a Strange World.”
Great lyrics by a great voice. Congrats to Mad Rad on a stellar album.
I really like the route that these guys have taken this time around. Hearing songs like “Epiphany” and even “Caveman” really open my ears to how many times a song can change emotions and feelings with the way the music is structured.
I wish Mad Rad nothing but big success with this record. The youth cannot die with them around.
How did all that Das Racist hype measure up live?
Well, you know, Jeff: One killer show at the Comet, one pretty wack (but ultimately forgivable) show at Chop, but two albums that I still blast on the regular.
I think this is only so hateful cuz Buffalo is a hunk, and I’m not the only woman that knows it. 😉
Eric, Just trying to get your goat.
All of this Mad Rad talk about hype vs. substance reminds me, what ever happened to the Lashes?
@cantbelieveme So true! He only hates because someone without “substance” stole his girl right out from under him. hahaha
ugh…so many irate comments for a review that basically says “I wanted to like this more…oops”. its not like he said “MAD RAD are a bunch of ridiculous looking turds whose brand of white dude shit-hop not been paralleled since the Beastie Boys first concluded that they were going to be the worst thing to happen to black culture since Jimmy Page, and who have brain-washed countless people in Seattle, including some of my friends, into making disappointing statements like ‘the future of Seattle music is rap, dude. how could you think it’s gonna be anything else?!’. I mean, how else but with Nuremberg-esque propaganda techniques could so many internet trolls turn on the stop of a dime and all at once stand up defiantly from their head shop jobs and decry anyone who opposes their deep-V-enclad demigods as HATERS? yes, I am a hater. I deserve your vitriol. fuck you and fuck this record.”
it’s not like he said that. chill, nerds.
No Lee, fuck you. I love this album and this band.
Haha, right on Lee!
A rap act that depends on their live show to sell the brand is going to find it tough going.
lol @ “Nobody’s allowed to offer a critical opinion of what I like!”
Stay classy, Mad Rad fans.
@11: I don’t know who this Lee guy is, but I like his style.
I think that it might be max two trolls. I probably will never listen to this album. I can’t stand these dudes as people which severely inhibits my ability to like their music.
I’m not a fan but I also don’t care about hip hop etc… However, I really do appreciate being able to live in a city that is finally starting to diversify it’s musical output in the last decade. What I mean by that is music that is not guitar, bass and drums and is drawing a lot of attention locally, nationally and beyond… BTW, what’s the point in calling them “Douche Bags” how does that inform the reader about the quality of music?
Fresh Espresso is a much better result of P Smoov’s talent.
You so crazy Grandy. I loved the last album and listen to it frequently. I’ve only heard a few songs from this album at a show in Tacoma last week. They were good but take some getting used to.
I do think Buffalo is getting a little too creepy though.
I was hoping this was another “name this band” entry.
@1: Apparently you’ve never read the Stranger before, as Grandy can’t make 4 blog posts without mentioning Mad Rad. Maybe you’ve just been too deluged by the Das Racist being the most important band in the world of the week to notice.
I’m amazed at all of these people coming on here getting butthurt about this review. Seriously, have you people not been paying attention to the Stranger for the last couple years? Grandy has been on this crew’s tip like a regular booty call, so seeing him express some dissatisfaction with what they’re doing is actually surprising.
I can’t tell if it’s from the Pitchfork “let’s build ’em up to knock ’em down” school of thought or the record is actually a bit lukewarm. Either way, the only thing that interests me about this band is the legion of people that are either so enamored or so up in arms about what Mad Rad is doing. To me, it’s always come off as this immature “bad boy” act; a bunch of kids fitted head to toe in American Apparel milking that post-modern/ironic hipster thing that just encourages shallow, superficial thought 140 characters at a time. They aren’t “the future of music” or anything really all that groundbreaking. They’re headline pullers who we’ll see maybe one more album out of and then see ’em in the dollar bin when their equally plastic fanbase graduates college and moves on to substance over style.
Bank on it, your friends who don’t live in Seattle won’t ever give two shits about these guys.
Srsly. Whether or not I’d listened to this record (and I have) – after reading the response to a pretty honest and not quite derogatory (and, I’ve listened, I think Eric may have been holding back here) review – I’d be left with ‘wow – either Mad Rad isn’t too busy to come up w/ some clever (at least in goal) screen names to post defensive and staged sounding ‘comments’ on their review – or their fans are just dicks.’
Wait – I’m still left w/ that response. Well done Mad Rad dupes!
and this is exactly why no one in Seattle gives a fuck about you anymore Grandy.
@11–Hot damn, would someone at the Stranger PLEASE GIVE LEE A JOB!?!?!? Seriously, you are all manner of literary genius; the Stranger would be infinitely better in having you on their staff.
@23–How did you know!? I’ve had friends from Boston to Portland listen to Mad Rad, promptly followed with either “and?” or the all-purpose “so?” Your description was brilliantly spot-on.
The show last night was huge. Sold out 3 or 4 hours before the doors. Obviously there’s a large number of people in this town that disagree with Mr. Grandy. It was epic. As is the album.
Congrats to Mad Rad and all those involved. Very well done.
it’s alright until they start rapping
I don’t get the fervor over these guys at all. Their recordings are okay, the show I saw was “meh”. Mad A’ight would be a better name.
great truth.
“like controversy or hype, can take you only so far before the music speaks for itself.”
@29! I lol’d!
i 8 don’t* like madrad as people – total dicks inho and that’s predicated on several interactions…p ‘smoove’ is anything but… he’s a failed art schooler trying to garner whatever hype he can get… radjaw is really the only one with talent here…seattle went apeshit over the fact that their shows were always packed with hotties (more as a result of their sceneterist stylings than actual sex appeal – i mean c’mon – look at that poodle mullet and don’t even get me started on buffalo’s lack of hygenic stylings)
still, i like about 1/4 of their songs and that 25% is a hell of lot better than shabazz or whoever is the flavour of the weak.
i *don’t* like madrad as people – total dicks inho and that’s predicated on several interactions…p ‘smoove’ is anything but… he’s a failed art schooler trying to garner whatever hype he can get… radjaw is really the only one with talent here…seattle went apeshit over the fact that their shows were always packed with hotties (more as a result of their sceneterist stylings than actual sex appeal – i mean c’mon – look at that poodle mullet and don’t even get me started on buffalo’s lack of hygenic stylings)
still, i like about 1/4 of their songs and that 25% is a hell of lot better than shabazz or whoever is the flavour of the weak.