Noa James Finds Love on ’The Love Was Never Hidden’ (Album Review)
Love yourself. If there was one thing that Noa James has been preaching his entire career is self-love, and I mean “preaching”. Currently, at 35, Noa has garnered a career much envy and yet is far from reaching its peak. Noa is constantly on a journey of self-discovery via his music and at every new peak he reaches, he takes time out to turn around and inform people on how they can reach the same heights. His stage presence is that of a preacher; spitting fire and brimstone at his demons with the confidence of a seasoned exorcist. The ferocity of his performance possesses the audience to engage, wholeheartedly.
Noa’s last project was an ode to his late grandmother. Going through a tumultuous time and losing someone so close, Noa did what he does best, make music. “Granny Said” is a sobering eulogy that celebrates her life, the relationship they had and the lessons she taught him. Two years later, Noa returns with his next offering, “The Love Was Never Hidden.” And I say “offering” specifically due to the themes and presentation.
“Cute.Ugly.World” opens with an intro verse from Noa that sounds like the last writings of a pharaoh:
“So I took a leap/not afraid to fall/not afraid to struggle/I concurred all
i am balanced/i am dirty/i am loving/i am plenty
Life is beautiful/I made it out the mud
I am vicious/I am ready”
The track then drops into a downtempo ride into Noa’s mind. It encapsulates his beliefs and tenacity for success during the storms of life. Refusing to be a victim, Noa consistently preaches about overcoming one’s struggles and not allowing life’s misfortunes to define who you are. Noa offers his life experiences and traumas to show that people aren’t alone and that there’s more to it than the bad experiences we have.
“Miracle” is a warm walk through the park. A wonderful flip of Floetry’s “Say Yes”, Noa floats over the Aye Brooks produced track like a sunbeam. The song is about finding worth within yourself. Having depression, one can feel removed from oneself and can end up living in a false world not based on your true ideals. I feel like once you find what makes you “you”, you become new again, finding new miracles. This same theme bleeds over into “Look Where You Been”. Its lyrics are more vulnerable, having Noa reflect on his upbringing and all the things that could’ve broken him. Looking from where he came from, Noa uses this time to truly appreciate how far he’s come and what he’s overcome.
“Self Love (The Key)” is a club banger about positivity and admiration for yourself. The project’s most danceable track is a quintessential morning, get up and go song; perfect for your workout playlist. Noa, talking directly to the listener acts as a type of motivational speaker, guides you through your journey on becoming your best self. Noa found love and he’s never letting go. From listening to the album, you come to believe that Love saved Noa’s life. After years of turmoil and defeat, he has found the key to his happiness, and that’s love. It starts with self and spreads outwards, setting you free. This is epitomized in “Love Will Set You Free”. I consider this to be Side B of “Self Love (The Key)” due to the theme being a continuum over a booming beat with a muted piano. Noa is definitely in his bag, happy and rapping his ass off.
“Flavors In The Sky” and “Mi Amor Orca Four” are incredible songs. Traveling through his life, “Flavors” is a wonderfully relaxed track with soothing vocals from Aye Brook. Noa is going down memory lane and we’re in the back seat, nodding our head and rolling weed. Noa’s storytelling is such that, he doesn’t make “Woe is me” music, he makes “Woah is me” music. It’s impressive to hear an artist use his backstory as the catalyst to become the opposite of said upbringing. On the last song, Noa is floating. We are at the end credits. “Orca Four” is a hazy sendoff from the baby orca. Sounding as comfortable as ever and rapping effortlessly, Noa connects to his higher self.
This album is a wonderful pin-drop in Noa’s career. The theme is Love and how that philosophy has changed Noa’s life. It all sounds effortless, and the theme is something that Noa has grown into and now becomes a beacon for. Noa is comfortable with who he is and wants everyone to be as comfortable with themselves as he is, and knowing the journey, he’s more than willing to help by telling his story.
“The Love Was Never Hidden” is available on every streaming site, Feb. 25th and is released by Noa James and BrickToYaFace Records.
Upcoming Shows
“Yerrrr Welcome”: Los Angeles, CA. Feb 28th @ The Infinity Room
“The Happiness Of Pursuit Festival”: Ontario, CA. April 4th @ Firewater in Ontario
