Too Legit to Quit (1991)

 

Too Legit to Quit is the fourth studio album by American rapper Hammer (after removing M.C. from his name), released on October 29, 1991. Produced by Hammer and Felton Pilate, the album was released via Capitol Records and EMI Records. Considered the last album of a trilogy with Let's Get It Started (1988) and Please Hammer Don't Hurt 'Em (1990), it incorporates Hip Hop, pop rap and dance with elements of gospel and R&B with lyrical content ranging from positivity and love to social conscious.

Too Legit to Quit received positive reviews with some critics praising for not using samples, the use of live instruments on the recording process and Hammer rap abilities and charisma while others criticized the repetitive lyrics and formulaic structure of the songs. The album was support by the official release of the singles "2 Legit 2 Quit", "Do Not Pass Me By", "This Is the Way We Roll", and "Addams Groove", which received a nomination for Best Rap Solo Performance at the 35th Annual Grammy Awards.

Too Legit to Quit received moderate success in comparation of his previous album. It peaked at number two at US Billboard at was certified three-time platinum by the RIAA, while the first two singles of the album ("2 Legit 2 Quit" and "Addams Groove") reached the top 10 at the Billboard Hot 100 and other territories. Also, it has been certified silver in the UK by the British Phonographic Industry, and triple platinum in the US by the Recording Industry Association of America. The album sold more than 5 million copies worldwide.

To promote the album, Hammer and Capitol started a large-scale advertising campaign and embarked on the Too Legit To Quit World Tour in 1992. 

 

On the first year been released, Hammer third studio album Please Hammer Don`t Hurt Em (1990) sold 14.5 million copies worldwide.^[5] Recording seasons Too Legit to Quit started in August 1990. In an interview in February 1991, Hammer stated that he was working on his follow up album for around six months that was going to be title "Realising Some Pressure".^[6] Also, he stated that the album was going to be ready for public consummation by Late 1991 or Early 1992 and anticipated that the project is going to be "more exciting" and "better quality".^[7]

During the late summer 1991, MC Hammer decided to drop the MC from his artistic name to just Hammer.^[8] On August 31, 1991, Billboard stated that Producer-songwriter-engineer Felton Pilate that worked on Hammer previous album was working as a co-producer on a new album with the artist and the titled was "Too Legit to Quit, combining traditional songwriting and real singers with Hammer's raps.^[9]

According to the magazine Music & Media, the album was considered the last album of the trilogy after Let's Get It Started (1988) and Please Hammer Don't Hurt 'Em (1990), following the same type of danceable tunes. However, less dependent on sampling, than on previous releases. Apart from the Timmy Thomas cover "Tell Me (Why Can't We Live Together)" and the gospel standard "Do Not Pass Me By", the Hammer wrote 11 out of the 13 tracks in collaboration with co -producer Felton C. Pilate H.^[10] Hammer stated that the album was recorded with a real live band featuring a horn section.^[11]

On September 7, 1991, ABC started emission of Hammer children cartoon "Hammerman", joining to the cartoon line up of the channel at Saturdays.^[12][13] On September 13, 1991, it was released to the press that lead single was "2 Legit 2 Quit" that was going to release to the airways on October 7, 1991, the titled would be Too Legit to Quit and the release date would be October 29, 1991.^[14][15] On September 21, 1991, HBO aired a television special "Influences: James Brown and M.C. Hammer. On September 27, 1991. On October 15, 1991 the cover of the album was revealed to the press on a press conference in Los Angeles.^[16]

Just a few days before the album been released a Capital Records announced Capitol Records its largest marketing campaign ever to promote the new album. Elements of the Hammer promotional plan are discussed, including promotional videoclips, a Saturday morning cartoon show and a new Pepsi commercial featuring his music. At the released day, the record company stated that 2.5 millions of copies were shipped and has spent $1.5 million on a TV ad campaign and $1 million on store displays.