Priceless trails the all-Spanish Un Nuevo Día -- one of Frankie J's most accomplished albums -- by only six months. Though he continues to work the smooth ballads and light midtempo material with a remarkable degree of finesse, the album contains another handful of attempts at sculpting a tougher image. While the strategy might result in the occasional hit single, it's never a good look for him. Again, he doesn't step too far outside his comfort level on the tracks that feature MCs like Chamillionaire and Layzie and Krayzie Bone; "Hurry Up," a theatrical tale of a fast-and-furious sexual encounter that stops with Frankie's fate left in the hands of a jealous ex-con, sticks out most. For the most part, the singer goes with his strengths and delivers another decent album that should at least sustain his loyal following. ~ Andy Kellman, All Music Guide
"Don't Wanna Try," a single that wound up cracking the Top 20 in 2003, is probably responsible for allowing Frankie J to bring in the likes of songwriters/producers Bryan-Michael Cox and Mario Winans, along with features from Baby Bash and Swisha House heavyweight Paul Wall, for follow-up The One. The singer continues to work closely with Happy Perez, but Cox's presence on not one but three tracks -- including "How to Deal," a clone of Usher's Cox-penned "Burn" in both sound and sentiment -- adds significant heft to his catalog. What's a Man to Do? tended to falter whenever J broke from his sweet, yearning (not whining) manner to adopt a tougher tone, but he smartly leaves that for Bash's and Wall's guest spots here. The One is a step forward in every aspect. Lead single "Obsession (No Es Amor)" shot up to the Top Ten upon release, only solidifying J's mainstream presence. ~ Andy Kellman, All Music Guide
Backed by the mainstream success of "Don't Wanna Try" -- a Top 40 hit in the U.S. -- Sony Discos released what amounts to a Spanish-language version of Frankie J.'s What's a Man to Do. Apart from the change in language, nothing much differentiates this self-titled full-length from its predecessor. The amount of emotion is the same, and the vocal talent is as present as ever, so it'll certainly please his Latino fan base. Another positive aspect of the disc is that it isn't weighed down by the out-of-character posturing that held back What's a Man to Do. If he plays his cards right, Frankie J. will have a long, accomplished career ahead of him. ~ Andy Kellman, All Music Guide
What's a Man to Do? is an accomplished -- if everyday -- contemporary R&B album from Frankie J, a singer who's still quite young but has plenty of experience in the music business. With a background in Latin freestyle and Latin pop, Frankie J has made a smooth, stylistic transition on this album, made evident by the Top 40 single "Don't Wanna Try," one of several ballads here (it's also a rather daring rip of Force M.D.'s' "Tender Love"). The ballads are most convincing on this album; when Frankie J is in braggart mode, especially on the party jam "Drinks on Me," he comes off as stilted and desperate for credibility. ~ Andy Kellman, All Music Guide