This is the 9th studio LP from Kansas City, Missouri emcee Joey Cool. Starting out as a long-time affiliate of local independent hip hop powerhouse Strange Music dropping a total of 4 mixtapes & a studio album on his own until Tech N9ne decided to officially sign him to the Snake & Bat in 2017, he then dropped an eponymous sophomore effort the next spring followed by Old Habits Die Hard as well as Coolie High & I Tried to Be Normal Once. Coming off the break he took last year following The Chairman of the Board as well as the Mario Casalini-produced Enjoy the View & Roller Coaster, he’s making a return by saying Time Will Tell.
“Swank Lord Back” produced by Mario Casalini begins with an skit until the beat kicks in during the 2nd half of it talking about the Swankiest of Strangeland being in action again after taking a year off whereas “Talk That Shit” flexes that he’s completed his contact with Strange over a C-Lance instrumental. “International Coolie Anthem” boisterously shrugs off the fact that life can be a little busy at times leading into the rap rock-inflicted “Known Associates” thanks to Burna Music addressing someone he considered a brother.
We get a fusion of R&B, pop rap & trap on “Work of Art” talks about a woman that he firmly believes is the one for him just before “Yam Jam” featuring Kstylis & Roblo Dastar moves on from there with a tedious strip club anthem. ReadyRockDee & Richie Evans both appear so they & Joey can give off some of that “Main Character Energy” over a Wyshmaster beat prior to him asking how can he “Carry On” living in a world he can’t change, losing his mind because of the pressure.
“You Feel It” wraps up the 1st half of Time Will Tell going for an upbeat direction courtesy of Lowkey tha Wizard confident he’ll be earning more as long as he’s still breathing while “Set It Off” featuring King Iso, Rittz, Tech N9ne & X-Raided after “Tracker (Swanky’s Saloon)” interlude finds all 5 of them talking about Strange being the best in the business. “Moonwalking Under Glass” featuring Ubiquitous fuses jazz & trap to continue the 2nd leg explaining that they’re not gonna get the full picture if there are some pieces missing.
Saigon & X-Raided join Coolie in grittily reminding anyone who “Must’ve Forgot” all the bullshit when they didn’t while “Go Fast!” talks about the urge he gets to run a couple laps whenever things get too slow for him. “Brunch in SoHo” combines a vocal sample with some hi-hats recalling going from the hood to sippin’ mimosas while “Franchise” takes a more energetic approach in general talking about nobody has to wish him any sort of luck because he’s only gonna get a lot bigger going forward.
“Midnight in the Town” featuring G Watts & Kye Colors moderately brings all 3 of them together over a cloudy Matt Phoenix instrumental to drop territorially hardcore verses although The Chairman of the Board saves the best for last while “This is My Love Song” stylistically departs from the hip hop sound he became known for in favor of experimenting with R&B, doing it better than I could’ve imagined. “Swanktified” ends the album talking about continuing to scorch shit because those of importance know his name fusing rap & gospel.
There are moments on Roller Coaster that I still enjoy almost a year & a half later, but I can’t argue if anyone would have Time Will Tell as their favorite thing Joey Cool has ever made. Especially since I personally would put it up there with self-titled, Old Habits Die Hard & Enjoy the View. This & the latter both make the finest examples of how far he’s come since those earlier projects in terms of versatility & songwriting regardless of a few guest performances lacking.
Score: 4/5
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