It's a beautiful day in the neighborhood

There comes a time in many artists' careers when they reach a plateau, at which point they either level off on a musical landscape of consistency, or plummet off the edge into obscurity.

Land of Make Believe is that plateau for stylish hip-hop duo Kidz in the Hall. Their third LP isn't better or more progressive than their previous effort, 2008's The In Crowd, but it's still a damn fine release. Kidz in the Hall may not be bonafied hip-hop stars, but they are solid role players contributing some clutch musical feats in a very contentious game.

Rapper Naledge and producer Double O, who are often branded hipster-hoppers despite being signed to the gulliest label around, Duck Down Records, seem more secure in their positions as post-collegiate middle weight musicians. Naledge, 26, no longer raps about feeling like an outcast who longs to be top dog, as he often does on The In Crowd. Instead, the slick-lipped Chicago emcee, who came up in the same lyrical school as Wale and Lupe Fiasco, states he's determined to maintain his career as an uncompromising artist that pushes pure hip-hop.

"Whatever's in your heart, don't ignore it," he professes on the uplifting, electro-pop instrumental "Take Over the World."

Naledge, the CL Smooth to Double O's Pete Rock, is more insightful than ever on tracks such as "Will II Win." He jumps on the rugged beat immediately, dropping knowledge about the music industry with lyrics such as "They say the minutes of fame is five plus ten/ Sign a record deal, let the games begin/ New money, new problems, new friends/ New numbers, new hoes, new messages to send." But despite the fickle nature of their careers, Kidz in the Hall (who has only had one true crossover hit with 2008's "Drivin' Down the Block") is determined to keep on doing their thing. Naledge signifies this with lines such as "Life's a bitch, but shorty is a ten."

The self-examination continues on "Do It All Again (I Am)" and "I Am (Reprise)," which are two reasons why the second half of Land of Make Believe is much stronger than the first. Naledge discusses the relationships he neglected to make more time for music and how he preserves his artistic integrity. He then questions why he continues to pursue his career, despite not earning riches and having to sell his soul. But he concludes he's comfortable with the direction his life has taken: "I persevere" and "You can never be me ... I don't want to be you," he asserts.

However, not all the tracks on the album are prolific. "Flickin'" is a laid-back, radio-friendly tune that showcases the versatility of Double O's production, which uses fewer samples than his earlier works. The South-meets-Chicago sound of this song about looking fly induces images of Cartier watches, colorful Gucci sneakers, multi-colored hoodies and skinny jeans.

Other braggadocio tracks are less successful. Naledge acts like a hit-man passing up an easy target when he fails to properly murder Double O's minimalist, distorted drum-heavy beat on "Out to Lunch."

And Naledge's two lines for every four bars on the opening verses of "Simple Life," a groovy, synth-heavy song, sound lazy. But he saves the track in the third verse by totally going off about his love for rap.

One can't help but wonder why no one from Kidz in the Hall's Duck Down crew is on the album. The Ivy Leaguers don't seem to have too much in common with bearded, Brooklyn street-rap vets such as Sean Price, but they've performed together and made great tracks such as "Pledge."

But perhaps by leaving out their label-mates, Kidz in the Hall further signifies that they hone a certain style and will not even try to be more hard-core to conform with their clique.

On the outro of "Will II Win," Naledge says Land of Make Believe is named after the fictional kingdom on the Mister Rogers' Neighborhood television show. He explains that the road to stardom is comparable to the trolley ride to Make-Believe, as seen on the show. But he says "f*** it," for Kidz in the Hall isn't hoping to reach some fantasy world of fame. The group is comfortable with their current status.

Any more accolades they may receive will be well-deserved. But until then, Kidz in the Hall is doing a good job with their reality.

RATING: 3.5 stars out of 5

arush@umdbk.com