All Music Guide - Stephen Thomas Erlewine Keep It Simple is a mantra for Van Morrison, as he stripped his music down to the bare basics years ago and then comfortably rode that groove, comprised in equal parts of blues, soul, jazz, and country. Van has been riding this groove so long that it's hard to pinpoint exactly when he settled into it, but looking back, things started to shift in the mid-'90s, as understated R&B rhythms took precedence and he started to punctuate them with country songs (or in the case of Pay the Devil, an entire LP of country tunes). Despite his new label Lost Highway's insistence that the fact this is his first album of all-original material since 1999's Back on Top, Keep It Simple ...