Among the throng of Canadian artists that have had their homegrown brand of folk music exported overseas by various means and mechanisms, the list has not been graced by Craig Cardiff yet. Now after 25 albums and EPs spanning at least as many years, this Ottawa-based singer-songwriter has been picked up by the expansive operation True North Records and thus an opportunity to make splashes in foreign markets as well. ALL THIS TIME RUNNING in its raw state is an eleven track collection, expanded by over 50% when bonus, big band and explicit versions of songs are added to a no doubt available format to duplicate the promotional campaign.
This is an album that requires the listener to twiddle the dial a few times to alter the reception. It could do with a killer track to pin its no doubt high substantive base to. The album does lead towards a mainstream feel of some of its folkier parts being smoothed out in order to meet a market. That is all fine and well, ultimately leaving a potential listener choosing whether to join the record on its journey. A neutral response could be that delving into the work of Craig Cardiff with an open mind and blank page to be entertained will not leave you short changed. On the other hand, a mission to find something soul searching and enlightening from an inspirational song writing perspective may lead you seeking in other directions.
Whether you cash in on Craig Cardiff's bid for widespread appeal or choose to pursue other options, the process of sampling via today's 'try before you buy' is far from a wasted experience. Merits to ALL THIS TIME RUNNING are plentiful in sound appeal, a voice with an edge of distinctive familiarity and songs inviting a sense of exploring. Smart backers are on Craig Cardiff's case and this may herald extended success to further an already successful career ready to expand horizons.