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Artcha - 3 Track Demo [North Town Records]
Artcha
Artcha
This new head is breaking out with his accessible 3 demo. On the more commercial / RnB side of things the general feel of the CD is one of relaxed vibes and general head nodding goodness. Artcha began writing lyrics around 1997 and progressed to cooking beats during his breaks whilst at school. Come 1998 and he was ready to form the Phoenix Crew with two other members and together they entered the Choice FM Rapology talent show and were placed in the top ten. So fast forward to today and the promo, hopefully a precursor to something full blown on North Town Records…

The opening track What You Need is a summery track about chirpsing gyals asking what they need from the MC. The opening bars describe the girl as eyes are laid on her and Artcha fantisises about giving her what she needs from him. The chorus features some singing from the crew and some keys verging on an element of fromage. Production features a rhythmic wibbly sound that is like someone rubbing on a window. Various keys add the melodies, only the beat being a little static. 

Track two is on a bit more of a party vibe, the mainstay of the music being the funky live bassline. The backing is sparser for this, the only additions to the bass being the drums and piano riff. Quite topically the chorus mentions dropping bombs over Baghdad. The N.O.M.A.D. has been bringing the heat and gaining exposure as Artcha recently won the Urban Superstars heat as well as the BBC 1Xtra Home Grown competition with this track.

The final track, What The? is the hardest of the lot and is probably my favourite. As such it would seem that this is the track that most DJs are picking up on, most notably DJ 279 on Choice 96.9 FM. It has a bit of a New Jack Swing feel, but has more energy and bounce than the others. The lyrics are also delivered with more dynamism than the preceding tracks.

Overall the lyrics are pretty superficial on a semi bragging and jump up type vibe. The flows aren't ultra complex and there is minimal political comment, although N.O.M.A.D. has some reality and observational subject matter, not really product to make you think much, but never the less, the verbals ride nicely over the rhythms and for the type of music this is they do the job sufficiently well. It might only be a demo, but it would seem from the packaging design that these guys are on a professional tip with an arty long exposure night shot of a busy road.

Look out in the future for Artcha when the official release is dropped because he could do some damage on the airwaves. Artcha is in the process of completing a compilation LP featuring some fresh unsigned Hip Hop and RnB talent which is slated for a summer release. Also in progress is a solo EP which should surface in September and as if that wasn't enough he'll be producing tracks for other acts, such as the One, a crew for whom he already produced for on their Onederful World EP.

Press / Media: LineOne :: http://www.l1online.com
Consultant: 07958 710 433 :: Mailto:[email protected]

LittleOne Enterprise, Po Box 34535, London, SE15 2JQ

Northtown Recordz: Artcha: 07984 182 998

Little One Enterprises
Intro Early Doors:
1979-1985
False Dawn:
1985-1990
Underground Years:
1990-1995
The Renaissance:
1995- 2000
The Future:
2000 & Beyond
Artists &
Discographies

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