Album: Pure Product - Eviction Notice

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Considering Brisbane’s reputation for being a sun-soaked party capital, comparable to Florida in the U.S., it's interesting that its latest Hip Hop product, more specifically Pure Product, are far from typical party animals.

Discovered by beat-maker K West, of Aussie Hip Hop mainstays The Optimen, Pure Product (consisting of DJ Butcher, Tendancee, MARVEL and 4^th) first emerged on the Red Tape Renegades Vol. 1 compilation in 2007. Their debut release, sees the four man unit looking to prove themselves as artists while also serving weak emcees their Eviction Notice.

Following the so-so title track, which is notable for its aggression more than anything else, is Keep An Eye Out, the contagious lead single, which has emcees Tendancee, MARVEL and 4^th delivering solid punchlines over a soul-sampling Sammsonite production. “(keep an eye out) and an ear to the street/under anticipation for something groundbreaking, are the fans sitting and waiting/you are the foundation.”

Much like their name suggests, Pure Product take Hip Hop back-to-basics, coupling no-nonsense lyricism with deceptively simple neck-snapping beats; however, therein lies some of the drawbacks with Eviction Notice and the approach used. Cuts like Shades of Grey and the title track lack that certain spark which would make them memorable in the minds of some listeners. The lack of variation between the emcees in the crew causes similar problems, as one doesn’t necessarily stand out from the other.

Despite a somewhat sluggish first half, the double P crew pick up some of the momentum lost with the defiant and energetic Heatwave and the beautifully haunting closer It Goes On, where the boys dig deep and deliver strong performances, accompanied by yet another stellar Sammsonite concoction. For more of that unadulterated Hip Hop flavour, also don’t sleep on the posse cut Boomtown II (featuring The Optimen) and the tense Showstoppers.

By album’s end you will be mostly satisfied, whether it will leave a lasting impression is another story. If Pure Product could harness the raw skills showcased on Eviction Notice’s best moments they could certainly be onto something special. Commendable effort by the Brissie boys. Keep an eye out!

Available through Red Tape Entertainment/Shogun Distribution