Kardinal Offishall’s long journey to the release of Not 4 Sale exemplifies the battles and compromises an artist faces when confronted by major labels. After years of underground buzz, and having to suffer the collapse of his record label, Canada’s best rapper found a home on a major with Konvict records. While the album’s title implies Kardinal isn’t letting money influence him, skeptics would note that no one has made Hip-Hop more of a cottage industry than Akon’s gang. The battle then, is the artist’s ideas versus the label’s bottom-line. Which will exert the greater influence over this album?

Score one for the skeptics. Contradicting his own title, Offishall lays out the album’s true M.O. on “Bring the Fire Out,” with the lyric “used to have the backpack on like Kanye/then I dipped to the platinum/now the words pay.” “Dipping into platinum,” is an apt metaphor for the sonic feel of the album. Clearly these songs were made with the charts and accessibility in mind, treating Kardinal more as a new artist than building on his Much Music days. The lead single “Dangerous,” showcases the strengths and weaknesses of this approach. Behind a simple, infectious synth, Kardinal lustily muses on the need to have girls make his “black snake moan.” Akon’s performance on the hook ensures the song’s trip to the top of the pop charts, but also steals much of the limelight from the main attraction.

Having compromised for greater visibilty, what’s left is an album full of standard Hip-Hop tracks of mostly good quality. Kardinal retains his adeptness at different styles, from reggae and dancehall to straight battle rhyming. This diversity sets this apart from most major releases. “Set it Off,” featuring the Clipse, has a powerful beat and straight-forward ferocity from Kardinal that will please red meat Hip-Hop fans. “Digital Motown,” fuses rapid-fire Caribbean rhyming and rhythms, and the positivity from Kardinal is refreshing. “Nina,” is a soothing reggae jam that puts the listener in a state of relaxed bliss.

Despite the diversity of styles, the album still comes across as formulaic. Part of it is the production, as tracks like “Family Tree” feature too much synthy bombast, overwhelming Kardinal’s lyrical outputs. Bringing in guest starts like The-Dream on “Gimme Some,” and T-Pain adds to the albums star power. But Kardinal is forced to adapt his style to his guest stars, cutting out the attitude of “Set It Off,” so as not to turn off the 106 & Park crowd. And not all of the collaborations have the success of “Dangerous,” or “Gimme Some.” “Numba 1″ may feature the hottest R&B star of the moment (Rihanna,) but butchering Blondie will only please those who really appreciate irony.

Attempting to craft an album that appeals to all people, Not 4 Sale fails to take the chances that could lead to greatness. It stands as an effective re-introduction to Kardinal Offishall’s talents, especially for the majority who’ve never heard him before. Now dipped in platinum, hopefully he’ll be able to exert more influence on future work and make the great album he’s capable of.

3.5 CIGARETTES

BONUS – Kardinal Offishall Feat. Akon & Sean Paul – Dangerous Remix

Previously Posted – Kardinal Offishall – “Set It Off” Video | Kardinal Offishall – “Burnt” Video | TSS Presents Smoking Sessions With Kardinal Offishall