Many were introduced to Kid Cudi as Kanye West’s dedicated hook man. Cudi assisted with writing and vocals on Kanye’s 2008 Auto-Tune detour, "808s & Heartbreak," before signing to his G.O.O.D. Music imprint and releasing "Man on the Moon: The End of the Day" and "Man on the Moon 2: The Legend of Mr. Rager." Both albums are of druggy, paranoid sad b*stard musings that garnered critical as well as commercial acclaim off the strength of hits like "Day N Nite" and "Pursuit of Happiness." Things got a little weird after "Man on the Moon 2," when Cudi decided he wanted to move beyond and launched "WZRD," a rock side project with "Day N Nite" producer Dot Da Genius. WZRD’s self-titled debut was poorly received by critics and consumers alike, and in the year since its release, Cudi has split amicably from both his go-to stable of producers and G.O.O.D. Music. His latest album, "Indicud," is a new beginning.
Less the production team responsible for all of his biggest solo successes and the protective umbrella of Kanye West’s imprint, Cudi produced and wrote "Indicud" on his own. He’s not a natural behind the boards just yet, and so much of the production on "Indicud" tends to be more texturally intriguing than melodically sound. Sometimes it’s fun to listen to him figure things out, but there’s a stretch of this album that suffers seriously for lacking a storied producer’s touch, and the songwriting takes a dip in quality presumably because Cudi is wearing too many hats now.
"Indicud" isn’t going to win Kid Cudi new fans, and it might actually have the net effect of scaring off a few older ones, but as the first step in the direction of total self-sufficiency for an artist many hip-hop fans write off as just a hook man, there’s a lot of range on display. And as weird as these songs are, a lot of them are quite good.