Beyoncé: “I Am … Sasha Fierceâ€Â (Grade: B)

Beyoncé’s decision to create an alter ego for her new split-personality double album, “I Am … Sasha Fierceâ€Â (Columbia) seems more like a business decision than a psychological one.

She keeps the ballads for herself and outsources all her hip-hop and dance-oriented material to her alter ego, Sasha Fierce. It seems like a way to keep both outlying ends of her fan base happy. Those who love her more conventional side need not to be bothered by an urban, edgy rhythm or street slang ever again, and vice versa.

It’s a brilliant idea, if only the music cooperated. Beyoncé is clearly feeling more lovey-dovey and less bootylicious these days. Such ballads as “Haloâ€Â and “Broken-Hearted Girlâ€Â are light-years ahead of the sappy glop on “Dangerously in Love.â€Â Beyoncé also claims some Leona Lewis and One Republic territory for herself. They’re gorgeous radio-friendly fare, but not exactly distinctive.

The Sasha Fierce songs are more interesting, but not as accomplished. “Single Ladiesâ€Â and “Radioâ€Â are pleasantly danceable, but nowhere near as game-changing as “Crazy in Loveâ€Â or “Deja Vu.â€Â Even on “Sweet Dreams,” which has a silky groove matched with some hip-hop phrasing, she holds back a little.

In the end, neither Beyoncé personality gets fully developed here. “I Am … Sasha Fierceâ€Â is supposed to be a declaration, but it sounds more like “I Am … Not Sure.â€Â

By Glenn Gamboa / McClatchy Tribune