At a point where the concept of yet another remix album is an unwelcome addition to an already cluttered, oft-times stagnant subgenre, Lifestyle Marketing is a breath of fresh air- an innovative and unique concept executed with concentrated care and creative aplomb.
As one half of critically acclaimed hip hop group People Under the Stairs, producer Thes One presents a gloriously crafted collection of instrumentals using the work of pianist and composer Herb Pilhofer as his sole sample source. Pilhofer made a career out of composing music for commercial soundtracks and jingles, and his body of work is an enviable catalog for any hip hop head. Thes One seamlessly strings together a set of beats that emit a vintage feel, yet transcend the context of their origin. The dreamy, ethereal ?Grain Belt Beer,? with its haunting vocals, looped guitar riff, and boom bap drums make is just one example of the bona fide stable of head-nodding delights. More notably, the song transmits a sense of emotion that extends beyond the realm of a booze commercial.
To further enhance the concept, included is an entire second disc consisting of Pilhofer?s original tunes. This complicates where the album owes its brilliance to, not that that?s a bad thing: Pilhofer?s compositions are incredible, ranging from breezy instrumental segments and cheerily sung jingles to brawny jams dripping with funk and keyboard-heavy electronic pieces that are at once jarring and soothing. No one ever argued against the 60s and 70s? wealth of contribution to music, but this disc highlights a facet of the era that might otherwise be overlooked.
The whole configuration raises some thought-provoking points on how art can be utilized as commerce, and how feelings evoked from music can be used in turn to sell a product. Still, it?s difficult to stay focused on such topics for too long, as the music on Lifestyle Marketing is truly beautiful and encompassing.
In keeping with the theme, it?d be appropriate for this review to be accompanied by music created with the intention to please and entice listeners, and ultimately sell them on the idea behind this execution. Since logistics don?t allow for such a scenario, subtlety must be forsaken: COP THIS ALBUM.
- Sean Kantrowitz
Lifestyle Marketing - Okayplayer.com review - 4.5/5 (swipe)Started 10 years ago by esomedina / toggle topic info
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