Floetry’s success in taking their brand of soulful hip-hop to million-selling status in the US is reminiscent of Bush taking their grunge coals to Newcastle, Delaware in the 90s – massive over there, hardly known back in Britain. Listen to Flo’Ology, however, and the reasons for their crossover becomes clear. The duo of Songstress and Floacist have assimilated so well into the American style of R&B that they’ve become indistinguishable from its native practioners. After the bright opening of ‘Blessed 2 Have’, Flo’Ology descends into a wash of clichés. Hip-hop cameo? Check (Common on ‘SupaStar’). Breathy, come hither vocals? Check. Saccharine ballads? Check. Any hint of their British background to lift this out of the ordinary? Nah.
That Floetry have made a big splash in a world where female artists are often no more than eye candy and have done it without dropping their clothes at every possible opportunity is to be roundly applauded – but a dull album is a dull album whatever way you slice it.