FORWARD

FORWARD is Jordan Ward's debut album, and the title is a clever double entendre. It represents Jordan stepping forward in his career and pursuing his dreams with this debut while also paying homage to his family (For Ward). Family is a huge theme in this album, and I've broken down his thoughts into three main subjects: building a new foundation for his family, the violence-ridden situation of his childhood, and how much his family has sacrificed for him to succeed. I honestly wish we could've gotten a bit more storytelling about the family dynamic, which leads into my main issue with the project: some tracks just don't have enough depth, and the ones that do are too short. For example, "PRICETAG/BEVERLYWOOD" has so much potential. I already love the chorus with its revving bass and woozy keys alongside Lido and Ward's vocals in "PRICETAG," but it's only 1 minute and 15 seconds long. It's not like there wasn't anything lyrically interesting either. Both parts of the song play off each other well, with the first part expressing how Jordan's currency in a relationship is attention, and how that price has gone up after being ignored, while the second part, "BEVERLYWOOD," talks about his literal struggles with money and paying debts. I enjoyed that a lot but wanted to hear more of part one because the chorus is so damn addictive. A couple of other standouts for me were "FAMJAM4000" and "THINK TWICE," which are like opposites. "FAMJAM4000" is upbeat, with Jordan asking to "try and bring the love back" with his former lover after realizing they're the one he wants to build a family with. The production is jolly, driven by synths, drums, and Ward's sweet vocals. It’s a little basic, sure, but it’s a cute banger with a wholesome sentiment. On the other hand, "THINK TWICE" is a slower-paced cut with blurred keys and ghostly synths that sound really nice alongside a singular piano key and humming bass. It's a perfect instrumental setting the tone for Jordan to talk about the dangerous environment he grew up in. My favorite track has to be "SIDEKICK," though. I loved the chorus of "PRICETAG," but "SIDEKICK" is even better—so lively. The funky chord progression tugs at all my joints, and I LOVE IT. Joyce Wrice gives a great performance, and the whole track is soothing with how vocally talented both artists are, covering up the simple instrumentals. Jordan Ward is so intriguing because there's still so much to tap into as an artist. You can feel the talent oozing off this album, and he has a natural knack for creating addictive vocal melodies, which has me excited for his next direction.

JORDAN WARD - FORWARD

RATING - 7.8/10

FAVORITE TRACKS - SIDEKICK, FAMJAM4000, WHITE CROCS, CHERIMOYA
GENRE - Rnb, Pop, Hip-Hop, Soul