I Told You put
Tory Lanez in the Top Five of the Billboard 200 and contained two multi-platinum singles. Rather than rest, the singer and rapper opted to continue saturating the market. A pair of mixtapes and several singles, somewhat obscured by various public and social media conflicts, were released throughout 2017 and early 2018, and led to
MEMORIES DONT DIE.
Lanez curiously raps here more frequently than he did on the debut, even though that album's biggest hit, "Luv," was nominated for an R&B Grammy. Compared to the debut, the content is more routine, though
Lanez does relate specific personal details in tracks such as "Happiness x Tell Me," where he flashes back to the day his mother died and then goes on the defensive about the lack of originality he has been accused of displaying in his output. This appeals primarily to
Lanez fans who take the criticisms almost as personally as the artist does. ~ Andy Kellman