Youth

Somewhere along the way Matisyahu decided that he was bound for stardom. You gotta admire that kind of confidence. So the question is, was it before he knew his fate or afterwards that he sat down, put in some deep spiritual thought and decided that it was a good idea to dress in full Hasidic garb on stage? That question should’ve been answered the first time a Phish Phan laughed with groundless admiration when he removed his top hat only to display his traditional yarmulke - very hilarious stuph. 

Does the everyday Hasidic Jew (this does not include the celebrities with red bracelets) feel honored by Matisyahu’s attempts to pay tribute to his religious beliefs? And why would an artist as humble and clear-headed as Matisyahu be so comfortable advertising himself as “the tall, bearded rapper loves reggae music, used to be a pot head and dresses in traditional Hasidic attire onstage.” Sounds to me like a clown with all kinds of marketability and just enough talent to get on the radio. So if Matisyahu does have good intentions of displaying his faith for the world, does he still have to shame reggae, hip-hop and rock music simultaneously? I mean, religion is one thing, but music! Is nothing sacred anymore?

Here is how my tagline for Matisyahu would read: “Tall rich kid moves around the country doing whatever currently fits his fleeting nature; despite never being able to get over his childhood heroes, Shaggy and Snow, he settles down and decides to be a popular musician of some sort. While figuring out his creative stance, Matthew Miller (Yahu) ponders faith, smokes pot, gets bailed out numerous times by his folks and eventually decides to change his name and go pick up a black robe and hat. Matisyahu’s first commercial studio album, Youth, announces the arrival of the worst rapper ever to perform over really good, original reggae music. History in the making? Or maybe just really good reggae music with terrible raps and gimmicks galore.”

After the surprise success of his Live at Stubbs album, Miller began popping up everywhere, eventually going on to sign a major record deal with the Epic Records imprint who recently released his Youth album to a whirlwind of attention from the press. Now a seemingly legitimate superstar, tall rich kid and his (honestly) very decent band of reggae men are moving around, from market to market, trying to sell as many albums as possible. Can they smell the end? Last I checked both Snow and Shaggy were still releasing albums.

Some love Matisyahu; some don’t. You’re best off deciding for yourself. I will say this, if I catch you or any one of your pals dressing in Hasidic garb for the sake of a buck, I’ll find a way to publicly humiliate you, just as I’ve attempted to do the Yahu. I know you think you like reggae, and you dig Matisyahu’s crossover appeal without really realizing it; but take Youth for what it is, a universal marketing strategy. Don’t let yourself go universal; you’re so much better than that. Let yourself like pop tunes (there’s nothing wrong with that) but, please, beware the marketing strategies so clearly aimed at your subconscious. If you really want to listen to reggae music, go pick up a Jimmy Cliff or a Maytals album. Actually, just get Bob Marley’s Catch a Fire album if (for some reason) you don’t already have it. Matisyahu fans, you’ll be all right; I hope. Maybe a little lame, and definitely dorky as hell, but you'll be alright eventually.   4/10

Written by G. William Locke