"Regardless of Pitchfork co-signs, I've jumped," raps Macklemore on "Ten Thousand Hours," the first track in an hour-long treatise on issues like gay marriage ("Same Love") and the price of Air Jordans ("Wing$"). A "Thrift Shop" satire falls flat, as does an attempt to hang with Schoolboy Q, one of the hip kids Pitchfork's tastemakers love; but a song in which he kidnaps label exec "Jimmy Iovine" is spot-on. Produced by Ryan Lewis, The Heist's earnestness is its weakness and strength. Macklemore's bleeding-heart politics may make you squirm, but he'll draw you in with his conviction.