The Black Eyed Peas make effective pop/crossover music, but they aren't content to be disposable pop stars; they also want to write anthemic, vital songs that speak for a new generation. And so comes The E.N.D. (Energy Never Dies). For every hyper-sexualized, by-the-numbers track like the hit single "Boom Boom Pow," there are message songs like "Now Generation," which begins, in cheerleader fashion, with the lines: "We are the now generation! We are the generation now!/This is the now generation! This is the generation now!" Led by will.i.am's production, which is continually the best thing about the album, the Black Eyed Peas move even farther away from hip-hop into the type of inspirational dance-pop that has become ripe for advertisements and marketing opportunities, including "I Gotta Feeling" ("I gotta feeling that tonight's gonna be a good night") and "Party All Night" ("If we could party all night and sleep all day, and throw all of our problems away, my life would be ea-say"). Granted, there's nothing here as embarrassing as "My Humps," and the production is a shade better than previous material from the group or Fergie solo (although still not as good as will.i.am solo ventures), but The E.N.D. (Energy Never Dies) becomes a mess of pop/dance/rap crossover.
John Bush, Rovi