'Self Made 3' falls flat

Today’s rap culture is infiltrated with a cohort of “hype artists.” These artists, such as 2 Chainz, don’t have much substance in their lyrics, but their beats and “zinger” lines make for entertaining rap songs. These songs can be enjoyed at parties, in the gym or playing loudly in the car.

Rick Ross has arguably made a successful career out of being a “hype artist.” If you have ever listened to Rick Ross and company before, you know exactly what you are getting in his third installment of his label’s album, “Maybach Music Group: Self Made Vol. 3.”

It’s a whole lot of yelling and loud beats.

The album starts with a song from Lil Snupe, an 18-year-old rapper who was set to be Meek Mill’s protege until he was killed this past summer in Louisiana. The song is arguably one of the best on the album, a sad reminder of a promising life cut short.

Lil Boosie makes an appearance on the album, who, contrary to popular belief on Twitter, is indeed still in jail. His verse on “Lay it Down” reinforces the idea that whether or not he gets out of jail later this year his music still deserves to be locked away. I don’t understand people who actually like this guy.

Meek Mill, a major face of Maybach Music Group, is like your cranky old neighbor. He does a whole lot of yelling, and most of the time you’re not sure what he’s saying. But when you are, it gets you pretty amped up.

Gunplay and Fabolous, frequent contributors to Maybach Music Group, have made songs in the past that make you wonder why they haven’t blown up on the scene yet. When you hear them on “Self Made Vol. 3,” you are quickly reminded why they are not household names. They are average at best.

If Rick Ross’s rap career was compared to an athlete’s career, it’s safe to say his performance on the album shows that he is past his prime. It will only be a matter of time before he is forced into retirement. It’s been a good run, Ross.

Wale, on the other hand, may be headed to the prime of his career. His latest album “The Gifted” turned some heads, and his job on “Self Made Vol. 3” shows off his consistency.

French Montana is usually always awful, but as far as hype artists go, he was decent on this album.

Rockie Fresh, whose absence from XXL Magazine’s Freshman Class of 2013 was considered a snub by many, didn’t do much to prove himself.

“Poor Decisions” is one of the better songs on the album. Those two words ironically summarize the entire album.

Maybach Music Group decided not to use the formula they implemented in their first successful album. Instead of using three great producers in Jahlil Beats, Lex Luger and Mike WiLL Made It, they went a new direction with unknown producers.

It was destined to fall flat from the beginning.