Album Review: ‘Douze sur douze’ by Loud

Simon Cliche Trudeau, born in Montreal, debuted under the stage name Loud in 2017. After being associated with the band Loud Lary Ajust, Trudeau has been in the spotlight as a solo artist, offering the world his talented rap skills. And, he’s staying true to his Canadian hometown by rapping in French. His latest album Douze sur douze takes listeners on a journey of productivity, and self-improvement. Ironically, the album has 13 tracks, as Trudeau proves to audiences that he goes beyond completion to achieve his goals. 

Track one, “1/12,”  opens the album with fresh, interesting production, accompanied by bittersweet lyrics of regret. Vocally, Trudeau reflects on the theme of problems through a perspective of privilege. He discusses struggles that he previously dreamed of having, and his struggle to reconcile feelings of stress with gratitude.

Smoothly transitioning from the opening track, “Splash” continues to mix English with French to create a modern, relatable way of speech. It allows Trudeau’s rap capabilities to shine. The lyrics reflect taking anxiety-inducing fear of regret and using it to fuel a desire for accomplishment. Trudeau is no longer idle, but ready to take action to get what he deserves. 

Track three, “A Win is a Win,” uses motivational lyrics to emphasize positivity, despite hardships. However, this song relies on platitudes whose meanings often lack substance and originality. Which, causes the track to suffer from generic lyrics and messaging. It makes “A Win is a Win” seem like filler which the production cannot save. However, the song is still pleasant enough to be catchy and remain in the minds of listeners. But only because of repetition, not excellence. 

“Signe (avec Statzz)” and “À ce que je sache” are highlights as they feature Trudeau singing as well as rapping, allowing his strong vocal capabilities to shine. “À ce que je sache” additionally uses lyrics to add personality and vulnerability to the track. Trudeau portrays a humble story of reaching success not purely due to luck or talent, but because of hard work. He makes it a point to show that circumstances do not define the individual’s fate. About halfway, the production takes a total shift – becoming super upbeat, with drums and sirens complementing the instrumental. This shift in energy matches Trudeau’s shift in lifestyle as he went from initially being unknown, to being recognized. 

Notable in a contrasting way, track eight “Lampe magique” is striking for its underwhelming qualities. The production goes against the song’s favour as the lyrics clash alongside the instrumental.  A stand out, in an unusual way.

The final tracks have Trudeau steering away from themes of self-confidence, and instead to love, sorrow, and gratitude. 

Notably, “Quelque chose” contains a catchy chorus, and successfully mimics a summer-like atmosphere through its euphoric, ‘in-love with life’ feeling as Trudeau directs his thoughts towards a significant other. 

Overall, while Douze sur douze might not promise revolutionary tracks and writing, but it does guarantee a consistent, enjoyable time. Whether or not listeners understand French, Trudeau’s intention with each song is felt through his well-crafted production and stylistic choices. As a rapper, he knows how to write good lyrics that match his songs and he takes advantage of his crisp voice, and strong singing skills.

However, the album falters with its repetition of messaging, and sometimes generic motifs. While the album could certainly be better, it is still a solid piece of music that promises feel-good energy and production, even if it lacks cathartic moments.