Startup Cult is one of the most anticipated albums of the hip hop genre this year.The first single from Startup Cult is “Right Now”, which hit the airwaves via Triple j recently just in time for Groovin The Moo Festival and his national tour.
Not one to collaborate on his music, despite his contribution to the tracks of many prominent Aussie rappers, Adelaide’s Allday holds his own on Startup Cult.
“Got It” kicks off the album and is chilled, with a relaxed beat and smooth, melodic vocals if you can get past the lyrics about b*tches, which contradicts the charming sound. Continuing on in the same way, “F*ckin” is the second song which, once again, has meditative sounds with harsh lyrics, but the rhythm suits the theme of the song. The new single, “Right Now” with a video filmed in Adelaide shows a different side to Allday to the beginning of the album, celebrating his versatility in rapping and singing.
Cut to “You Always Know The DJ” which is the best track on the album; it’s funky, sensual and oozes a late night dance floor vibe. There’s a lot of variety on the 15 track album and Allday’s lyrics are often honest, raw and reflective of his youth. “Wolves” has him admit he saw a UFO as a five year old and is full of flawless, poetic rhymes with autographical insights and his own philosophies. Bringing us home to Adelaide, “Another Night at Windy Point” is reminiscent of Allday’s good times and early days at Windy Point; it’s not a love song.
Startup Cult isn’t your typical hip hop album, although with the evolution of the genre, there may be no such thing these days anyway. It’s laidback, melodic, hypnotic and meditative with lyrics that don’t always match the music but will make you listen in to the narrative.
“God Starve the Queen” picks up the beat and is a sophisticated dance/electronica sound and is very radio friendly. “Cult” has an impressive rhyme scheme with a catchy backing track, which could make you want to join a cult, so proceed with caution.
Startup Cult drops tomorrow so check out some home grown talent and support an ever-changing music genre; it is just getting better and better.
Reviewed by Libby Parker