Fat Joe has never had a problem creating popular music. But since the Bronx Bomber scored a platinum plaque for 2001’s Jealous Ones Still Envy, he’s watched a series of radio hits fail to convert his hit-making talent into landmark sales. After pushing through a highly-publicized beef with 50 Cent and a departure from his long-time label, Atlantic Records, Don Cartagena is once again aiming for platinum status with Me, Myself & I, his eighth solo album.

Though he’s now an independent spitter working with Imperial/EMI, Fat Joe still holds a major label pedigree. He enlists New Orleans fireman Lil’ Wayne and super-producer Scott Storch to assist his latest potential chart-topper, Make It Rain. With Storch’s stammering digital horns and Joe’s exaggerated Southern swagger, the Terror Squad leader is clearly looking for some down-home love. No Drama (Clap & Revolve) takes listeners down I-95 once again as Orlando’s the Runners re-hustle their signature opus of menacing organs and screwed hooks. Joe “switches to Southpaw” and changes his cadence, delivering slurred, sinister vocals to match the song’s dark setting.

Catering to the industry’s dominant sound is a smart business move, but Joey Crack artistically peaks when he sticks to doing what he does best: rap fiercely and energetically over intense music. Staying true to his penchant for stout street raps and anthemic, horn-heavy production, Joe gets familiar on tracks like Think About It and the LV-produced Damn. Skillfully grabbing hold of the hyper horns and buzzing bass of the latter, he raps, It’s survival out here/These niggas don’t even respect the Bible out here/It’s Pirus out here, Cuz and Kinks too/Death’s the only thing that summer gon’ bring you.

Ironically, the lows of Me, Myself & I also come when Crack plays a little too close to home. Despite showing growth through the gritty yet emotive Bendicion Mami, he’s excessively predictable on Jealousy. After bragging about his previous block exploits for so long, the heavy-set MC actually spreads himself thin by not staying sharp over the funk-inspired beat. The same happens when Streetrunner provides a hard-hitting set-up for She’s My Mama. The soulful music and vocal sample are cheated by uninspiring tales about gaming hood chicks into a life of sex, drugs, and crack rocks to roll.

Fat Joe doesn’t hold his weight on a few of the album’s songs, but he delivers enough strength to silence anyone who questions his place in hip-hop. Some cynics claimed he couldn’t bounce back from a tough year of controversy and criticism. But with Me, Myself & I packing a trim yet still unadulterated serving of Cook Coke Crack, there’s little doubt that the Don still reigns supreme.