Critical reception
Eric Sieger of The Baltimore Sun described I Am as "faultlessly produced." Sieger added, "The album features a horn and string section, synthesizers, congas, and kalimbas and the material ranges from straight boogie to soulful ballads. Lyrically, some of the numbers leave something to be desired, but Earth, Wind & Fire is one group where the musicianship is so sharp and vibrant that the words don't seem to matter quite so much." [21] AllMusic's Alex Henderson noted, "I Am isn't a radical departure from its predecessor, All 'n All . Though not in a class with That's the Way of the World , Spirit , or All 'n All, I Am is a rewarding album that has a lot going for it." [16]
Phyl Garland of Stereo Review wrote: "As Earth, Wind & Fire have strengthened their grip on success, the mystical and extraterrestrial emblems adorning their albums have gained proportionately in grandiosity. This latest one, with a title echoing the majesty of Jehovah and an inside cover featuring a portrait of the group costumed and posed as princes out of fable, is no exception. Such bombast may be considered forgivable in this case, however, because of the excellence of the music on the record. As usual, this astral outfit blasts off in a balls-of-fire flurry of rhythm, which is cleverly varied through the album, even within selections, without losing its driving thrust. There is some evidence of capitulation to disco, particularly on Boogie Wonderland, to which the Emotions lend a few spirited soprano embellishments, but the emphasis throughout is on a dazzling interplay between precision ensemble voices-employed like horns-in rapid, robust exchanges with the group's instruments augmented by a large orchestra." [22]
Rose Riggins of Gannett exclaimed that "I Am is explosive and ready to lift you off your feet to boogie wonderland. Earth Wind & Fire's 10th album, it shows the band is still on the move upward. This is a fine LP, both versatile and creative". [23] Dave Marsh of Rolling Stone exclaimed that "I Am is obviously meant to portend something, but who knows what? Is this Maurice White’s vision of paradise?" [24] John Rockwell of The New York Times stated: "This flashily theatrical, musically imaginative creation of Maurice White can almost always be counted on for interesting records, and the new I Am album is no exception." Rockwell added, "Mr. White's records reaffirm one of the basic truths about the shifting fashions of black music. All these up‐tempo Idioms are inherently related. Disco and funk and soul and rhythm and blues are all fruits of the same tree —the music of rural black people, growing from African roots and shaped by influences from the dominant white culture, evangelical Christianity and the ‘urban experience. A band like Earth, Wind and Fire will enjoy its disco hits. But those hits won't sound like a very significant change in direction because a slight emphasis of the bass line entails only the most modest modification of the basic style." [25]
Allen Weiner of The Morning Call stated, "EW&F's latest effort goes beyond every level of achievement Maurice White's legions have yet attempted. "I Am" is a splendid example of EW&F's ability to create soul with individuality and without cliches, music that is both artistic and commercial." [26] Robert Christgau of the Village Voice wrote, "Sexy, dancey pop music of undeniable craft, and it doesn't let up. But as we all know, they could be doing a lot better." [17] Connie Johnson of the Los Angeles Times proclaimed that "I Am is freshly innovative for EW&F in that it emphasizes the one-on-one as opposed to the cosmic experience, and freely utilizes the skill of other writers to propel that message. The album should also enforce EW&F's image as trend-setters for other rhythm & blues groups seeking to escape the traditional, doo-wop mold." [27] Robot A. Hull of Creem described the LP as "a rhythmic utopia". [28] James Johnson of the Evening Standard stated: "On I Am ... the band's flashy staccato rhythms, their smooth melodies and precise production adds up to another majestic album". [29] Ace Adams of the New York Daily News called the album "a collection of numbers from disco to rhythm and blues and into a little jazz." Adams added that "the group's impressive vocals make this album a must". [30]
NME placed I Am at number sixteen on their albums of the year list for 1979. [31] Melody Maker also placed the album at number eight on their albums of the year list for 1979. [32] Bandleader Maurice White was also Grammy nominated in the category of Producer of the Year Non-Classical. [33]
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