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It’s always good to have someone in your ranks who knows how to make a beat. Seeing as how the prominently featured Swinga (The Athletes) and Skitz (Aposouls) are part of crews signed to Flavor Unit, these acts are already off to a good start. Neither do the other producers stray too far from the formula of clean club production. But it’s nothing we wouldn’t have heard before.
“The Unit” features a hearty chunk of rhythmically administered piano chords shaking the simple scaffolding of beats, “Off the Wall” contains an interpolation of the sample that once helped introduce DMX to the masses (on “Get At Me Dog”), the title track has one of those musical elements that invites rappers to mimmick its melody (which they do), and “Give it Up” pairs a low bottom with some trickling keyboard sprinkles. He wasn’t too inspired when he did these tracks, but at least his versatility shines through.
D/R Period may not be that big a name, but his name alone prevents this album from looking completely obscure as far as the music goes. Working with the right producers seems mandatory in today’s rap biz. One of the reasons people might check for The Unit +today+ (besides wanting to know what Latifah is up to these days) is the fact that perennial hardcore favorite D/R Period serves production duty on “100% Hater Proof”. With The 45 King, they even had a top-notch in-house producer. Together with the legendary Juice Crew, the original Flavor Unit was one of the first crews to spawn different acts. Ironically, the history of the Flavor Unit goes all the way back to the beginning of this handy marketing tool. And so the artists signed to Flavor Unit in 2002 (Aposouls, Confidential, The Athletes, Rowdy Rawhz, Storm P, Queen Latifah) make up their own little posse. Historically, the most successful rap families are linked to a certain label: Bad Boy, Death Row, Ruff Ryders, No Limit, Cash Money, etc. Watch most rappers claim affiliation to some kind of collective sooner or later, whether they’re just getting started (50 Cent to G-Unit) or whether they have to regroup (The Lox to D-Block). Crews, cliques and clans have proven themselves to be a good vehicle to conquer the hip-hop universe. It seems they realized that name recognition is the key. In 2000, the record label slash management company celebrated its 10th anniversary with a compilation covering everybody from golden age hip-hoppers Latee and Chill Rob G to soul acts like Faith Evans, Total, Zhané and Donell Jones.Īs Latifah and Sha-Kim prepared to re-enter the rap game, they may have pondered the possibilities of getting noticed in today’s crowded market.
Headed by female rap pioneer Queen Latifah and her longtime business partner Sha-Kim, Flavor Unit Managment has handled the careers of hip-hop superstars such as OutKast and Naughty By Nature, to name but a few. The name Flavor Unit rose to prominence during the ’90s with its influential management branch. Looking to re-introduce itself in 2002 by way of a new album is Flavor Unit Entertainment.
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