Pure Product

Coming up in a city more renowned for its relaxed atmosphere and lazy Sundays, there has been an undeniable insurgency to the Australian hip hop establishment on behalf of Brisbane during days of late. Responsible for much of this noise from north of the border is Pure Product - a three man team of rhyme writers (plus DJ Butcher) that dip the pen deep into the poison well before taking it to paper. Whether expressing their dissatisfaction and disdain with the corporate and commercial direction hip hop has been taken (even in this country) in recent history, or providing picture perfect imagery (depicting both the positives and negatives to the lives we lead), rich in wordplay and delivered with a chilling calm or a firestorm ferocity, depending on the content, this is one group of vocalists among very few that have learned how to play the game and not the occasion.

And playing the game is something they've been doing - with a relentlessness on stage normally only seen from the most verified veterans in the industry. With tight mic skills, supplemented by the sort of presence you normally get by throwing a toaster in a bath tub, Pure Product have already torn apart stages all around the city in support of such international artists as Yungun (UK), Mystro (UK) and Necro (US), and local legends The Optimen, Funkoars, Art of War, Mindfield and A Dying Breed. Citing such artists as Lyrical Commission, Ill Bill, Q-Unique, Jehst, Brothers Stoney, 750 Rebels, L Flows and Verb Ill, Robby Balboa, Mos Def, Talib Kweli, Big L, Cage and Nas in their list of influences, with continued performances and future releases from the three MCs, it won't be long before the name Pure Product will be included in the next generation of fire spitters they influence themselves.
Pure Product is currently signed to Red Tape Entertainment and have now almost completed their first full-length release, The Eviction Notice, penned in for release later this year. It features production by Sammsonite and DATS (The Optimen), MARVEL and Dizz and guest appearances by The Optimen, Clinic and Kingskonekted. In an album that runs the gamut from topical to personal to conceptual, The Eviction Notice will surely solidify Pure Product's position at the frontline of Australian hip hop.

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