M.S.T. Entertainment is an independent record label based in Philadelphia that is made up of Nixon, D-Rellz, Don Chette and AG & M-O (who is also the CEO/Founder of M.S.T. Entertainment). The label recently released an album entitled Apollo, which is a bit of a sampler of the unique artists on the label. There is no doubt that all the artists on the label are talented and some of the beats as well as the rapping are inventive.
One thing that needs mentioning is the explicit nature of the material. It seems like every other word on some songs are fu@!, sh*!, bi#@! and the N-word. I have to admit that relying on the same words had me questioning - why? Hip-hop has been elevated in recent years by artists like Run The Jewels who implements creative metaphors, puns and more or less incredible verbal gymnastics. I have to think that using the same striking language not only loses its visceral impact but also restricts the artist’s creative expression.
There are twelve songs on Apollo and it offers quite an eclectic range of material. Some of it has a southern gangsta feel while other songs showcase an experimental nature. The beats are well done all the way through the album. There was some exceptional production on some of the tracks that prove that M.S.T Entertainment is a label that is on the cusp of breaking.
The album starts off with “Apollo, “ which carries a hefty beat and seems most destined to be played at the club at 2:00 am in the morning. It’s a good choice for an opener because it showcases four different rappers and also contains a memorable hook.
“Kingdom” had some very creative programming when it comes to the production. It contains a deep low end that blow up your subs but its best moments are the come about a-minute-and-a-half in. “Cinematic” is a highlight that displays engaging vocal harmonies. The vocal style changes often and make the track one of the most engaging out of the batch. As the album progressed “Young & Reckless.” “Pot of Gold” and “Half” were a couple of the notable songs.
M.S.T. Entertainment has got some talent but can they hang with acts likes of Run The Jewels, Kendrick Lamar and D’angelo? As of right now they come short but that doesn’t mean it’s not possible. I’ll be sure to to keep my eye on this label and how it develops. There is certainly a lot of talent here that has the potential to compete with popular hip-hop acts.
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