A few weeks ago, I linked with Naledge to preview Kidz In The Hall’s fourth album; the aptly titled, Occasion. We met at Soundscape Studios on a cold and rainy Chicago afternoon to enjoy a vibrant and fun record, despite the shitty weather that loomed outside.
I’d gotten a taste of the album this past summer, when Naledge played me a handful of joints that were intended to make the cut. But we had to reconvene to hear the finished product–mixed, mastered and ready for roll out. On booming studio speakers, no less.
The Kidz’ last effort, Land Of Make Believe, was supposed to be their big breakthrough album, and while it impressed critics and garnered decent fanfare, it failed to have the same impact as its predecessor, the perfectly timed The In Crowd. Unhappy yet undeterred by the results of Land Of Make Believe, MC Naledge and producer Double O returned to the studio with a new approach– a lot of which was captured on their straight-to-internet MTV 2 series Here Now.
Instead of over-thinking concepts, and securing high profile features, the duo went in and made the record they wanted to make. Occasion feels carefree, fun and most of all, their own. There’s no current trend-chasing, and the pressure of following up their last album is gone. It appears they just want to party. And who doesn’t like to party? Well, if you don’t, this record probably isn’t for you.
Double O is pushing his production in a new direction–one part hip-hop, two parts pop. There are records on Occasion that wouldn’t sound completely out of place on Top 40 radio, but instead of cheesy B.E.P. hooks, Naledge is kicking his tried and true Chicago-centric bars, those of which have only improved since his Rawkus debut. They’ve also hit their stride with their songwriting formula, which is displayed on Esthero-assisted “That Good,” and their title track “Occasion.”
Another thing I found impressive about Occasion are the features, which besides the cameo-king Bun B, are random and somewhat unexpected. Naledge has always had a knack for discovering talented new artists and then reaching back to give them a shot (think Vic Mensa or Chip Tha Ripper), and this go round he recruited Chicago emcees Sulaiman and Vic Spencer to display their talents on a national platform. Killa Kyleon, Tabi Bonney, Marsha Ambrosius and Freddie Gibbs also show up to assist. I asked Naledge how he picked the guest appearances and he relayed that they first must “make sense,” and that they were all people he felt were underrated in their various lanes.
While the duo might feel underrated, this effort won’t be. It’s their best and most fun work to date, and with the second season of their MTV 2 show on the horizon, hopefully the masses won’t miss out on their party.
Occasion drops on November 22. It’s available for pre-order now.
Chicago’s Own YUNG – Youth.Under.New.Growth
http://www.youtube.com/watch?v=aUiGsCyjoOQ REAL CHICAGO MUSIC