KEY POINTS:
Herald rating: * * *
You have to give Deceptikonz credit. The Dawn Raid boys refused to play victim to the perils of the music industry, particularly following the financial strife their label got into last year. This is the South Auckland crew's first album on their new label, and what it lacks in imagination it makes up for in spirit.
The Horsemen Family have obviously been bonding over the kind of dark, cinematic stuff that put acts like 50 Cent on the map, particularly when they're at the club, the pub, or pumping out crunky numbers like the alcohol-fuelled closer, Van Days.
That synthy club vibe is both a blessing and a curse, as much feels like an attempt at an existing sound rather than the development of a distinct identity. Most of the MCs stick to familiar themes: the nature of making music, pursuing dreams, being top dog.
But alongside a great rap from Devolo on My Music, we get to hear promising new voices in the biz. There's reggae duo Sweet & Irie, who sound like a combination of Akon and Adeaze; Frum Tha Stablez, and Mzre.
There's also promise for the loose Feels Like Magic and the laidback Good Times with Mareko and Frum Tha Stablez, songs that couldn't have come from anywhere but NZ.
Label: Horsemen Records, Dawn Raid
Verdict: Local hip-hop heads get boozy on new indie release
