Planet Pit

"I'm involved in the music business," crows Pitbull on his sixth album. That's both an understatement and a credo. Since his 2004 debut single, "Culo," the Miami MC has made good business of music, turning out records with a ruthless devotion to formula. Planet Pit plays a bit like a business plan. There are guest spots by R&B stars (Chris Brown) and Latin lovers (Enrique Iglesias). There are baldfaced rewrites of the Black Eyed Peas' "I Gotta Feeling" ("Give Me Everything") and Eminem's "Love the Way You Lie" ("Castle Made of Sand"). But there's something charming about Pitbull's enthusiasm - he sounds most like himself when he's promoting his brand. In "Give Me Everything," he uses his song to advertise his billboards: "Me not working hard?/Yeah, right, picture that with a Kodak/Or better yet, go to Times Square/Take a picture of me with a Kodak.

Listen to "Castle Made Of Sand" feat. Kelly Rowland and Jamie Drastik:

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From The Archives Issue 1134: July 7, 2011