Long before his hit "Crank That (Soulja Boy)" topped Billboard charts and became a top-selling ringtone, the song reportedly helped him receive 10 million MySpace visits. And on YouTube, a myriad of fans have uploaded homemade video clips featuring their own versions of the song's accompanying dance steps. The track, now unavoidable on urban radio, centres on electro-pan drum plunks, a nearly indecipherable chanted chorus and lyrics mostly about how Soulja Boy enlivens the party.

Now his major-label debut "SouljaBoytellem.com" - an aptly titled nod to his Internet fame - is a largely self-produced collection of similarly rudimentary rhymes, infectious hooks and space-age, synth-heavy beats. Yet the disc is about as formulaic and ultimately disposable as hip-hop can get. He's got the requisite rump odes ("Booty Meat" and "Donk"), product placement jams ("Bapes" and "Sidekick") and dance-move ditties ("Snap and Roll" and "Let Me Get Em"). Undeterred by his own lack of depth, on the album closer "Don't Get Mad," he says: "Don't get mad cause the kids like me." Soulja Boy may have a point: he has a populist's ear for what the most young rap listeners crave: frothy, party-rocking anthems.