“I am the struggle. I am the hustle. I am the city. I’m the pot in the kitchen.” Yo Gotti raps on the title track of his latest album, I Am. The self-proclaimed king of Memphis has been involved in the trap game for a while now, and he has much to share, telling stories through out his new album, I Am. Gotti‘s strong southern influence is clearly shown throughout the 13-track project. There’s just as much soul as there is swagger, a combination that keeps listeners intrigued. Yo Gotti can be lyrical at times, but his evolved ability to create numerous trap anthems is what keeps this album moving.

Unlike the norm, Yo Gotti places his lead singles at the rear of the tracklist. This unconventional tactic works rather well, as anticipation to hear hits like “King Shit” and “Act Right” builds throughout the listen. The preceding tracks don’t disappoint either; there is never a stale point on the album. “Sorry” and “F-U”, to name a couple, keep the head nodding at a constant pace.

One track that can’t be neglected is “LeBron James”. The beat absolutely knocks. It does sound much like Travi$ Scott’s banger “Upper Echelon”, but Yo Gotti unleashes a whole other level of charisma. “Open my doors in reverse, this that Rolls bitch” he boasts. In fact, “LeBron James” typifies I Am entirely. Like the song, the album is certainly not timeless music, but it sounds superb in 2013. Yo Gotti excels at delivering what’s hot right now.

Not every song is meant for the club though. Both “Cold Blood” and “Respect That You Earn” are breezy tunes with potential radio appeal. These jazzy songs definitely add flavor to the album.

Yo Gotti doesn’t dissatisfy with I Am, releasing a strong project for the South.