Ginuwine

On his third album, Ginuwine is even more of a practiced R&B loverman than he was on his first two releases. Big Dog Productions, Inc. and the team of Troy Oliver and Cory Rooney produce the bulk of the beats here, which, as usual, mostly range from slow to very slow tempos with such trendy touches as acoustic guitar passages. But all that just serves as a bed for Ginuwine's elastic tenor and his message to the women in his audience. The singer sounds like he's been reading women's magazines and tried to construct a persona that's as appealing as possible. "Baby," he croons in "Why Did You Go," "I'm sorry for whatever I've done and I want you to be my wife." In "Differences," he talks about how much he has improved since meeting the woman he's addressing, concluding, "I'm so responsible." Even when he's criticizing a woman, as he does in the album's first single, "There It Is," it's because she's not contributing to the relationship, while he's holding down a steady job and paying the bills. It's only in the album's eighth cut, "How Deep Is Your Love" (an original, not the Bee Gees song), that he begins to apply pressure for sex, ungallantly suggesting that if the woman doesn't come across he'll start cheating on her. "Show After the Show" is a come-on to a post-concert groupie, which seems to negate what's gone before, and "Role Play" moves on to kinky sex, but in the album-closing "Just Because," Ginuwine acknowledges the temptations of his occupation and pleads, "I'm trying to learn to be committed." It's hard to believe that anyone who's swallowed his line before is going to become skeptical now, so The Life looks like another winner for him. ~ William Ruhlmann, All Music Guide