Urban review: Flo Rida, R.O.O.T.S

There's no stopping Flo Rida. His 2008 debut single, Low, topped charts around the world, and the Dead or Alive-referencing Right Round, the first single taken from this second LP, has repeated the trick. It doesn't seem to matter
that the 29-year-old Tramar Dillard is stylistically in thrall to other southern US rappers, or that he has little to say that's fresh. The platitudes of the title track, and Rewind's nod to his home state's refugee communities stand out among the strip-club anthems and sex rhymes. His genius lies in pitching his records just right: he injects these songs with enough grit to interest hip-hop fans, without scaring the pop audiences his catchy hooks are designed to ensnare. It's ruthlessly effective, though difficult to love.