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 Thes One
Target b/w Grain Belt Beer
Tres Records | 2007
Exactly like last year, People Under The Stairs is gonna blow the roof off in the first trimester of the year. This time, Thes One, producer of the group, comes with his debut solo effort 'Lifestyle Marketing'. With the risk of being forgotten at the end of the year, and hardly to be inserted in some 'best-of-the-year' lists, the album should be here just after Spring and shoot most of the competition into anonymity.
First single off the fully instrumental album is the 'Target/Grain Belt Beer' 10”. 'Target Discount Stores?, Grain Belt Beer?', you ask me. Well yes, all tracks on the upcoming album are actually remixes of commercials that appeared on Herb Pilhofer's 'Music That Works', with all kinds of commercial jingles for Minnesota-related products. Creative and musically-obsessed as he is, Thes One took those commercials and turned it into genuine 'hiphopmercials'. A whole new concept with a traditional Thes One approach. 'Target' is a combination of eerie string stabbing, some lush vocals in the background and drums that easily roll along throughout the composition, much more relaxed than the uplifting, rawer drums that pounder in 'Grain Belt Beer' with the marketing slogan of 'Grain Belt Beer Treats Your Thirst' echoing through it, accompanied by a raunchy guitar lick. The latter song clocks in one minute earlier than 'Target' but contains more energy and funk.
After digging up thousands of records, Thes One only kept commercial jingles to create his first solo record; quite admirable and standard-breaking if you ask us and ironical in a same way because can we still call this underground hip-hop or is it commercial?
posted by: cpf | 01-13-2007 | rated: phat |
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| RATES |
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10 |
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| Topnotch: |
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9-9.5 |
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Phat: |
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8.5-9 |
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7.5-8.5 |
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6.5-7.5 |
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5.5-6.5 |
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4-5.5
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0-4
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