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Lack of Afro - Music for Adverts
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Lack of Afro

Music for Adverts

Freestyle Records

Released: 3rd March 2014
Freedom [03:40]
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One for the Trouble [04:04]
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Recipe for Love [03:51]
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Coco [04:27]
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Brown Sugar [03:05]
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The Gypsy [03:57]
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The Contender [03:47]
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Missing Me [03:42]
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No Guts No Glory [03:45]
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Making It Right [04:02]
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On the Road [03:34]
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Here We Go Again [04:29]
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A Wide ranging, eclectic and progressive musical outlook has always been the Lack of Afro approach. His latest material follows suit as he harnesses disparate musical styles ranging from funk, soul and hip-hop to create a contemporary yet vintage musical escapade of superb songs.

On his 4th studio album for Freestyle Records, the influences, sounds and musical textures are more eclectic than ever. Below, Adam talks us through some of the his favourite moments on 'Music For Adverts'.

First out of the box is the steaming funk killer Freedom: This time around I knew I didn't want an intro or a skit to start the album - I needed a strong, heavy opener - I had the melody for the chorus floating around in my head. It was then just a case of working with Jack Tyson - Charles on the rest of it and getting the vibe that the song required.

Long time Lack Of Afro collaborator Herbal T features on Brown Sugar: I had an idea of doing a disco track with an emcee on it, which you don't really hear often. This is actually the first time I've sung on a Lack of Afro track, adding my backing vocal warblings on the choruses! Special shout to George Cooper for the howlin' Hammond solo at the end too.

Of the gritty instrumental No Guts, No Glory Adam explains: I wanted to include 3 instrumentals as I always have a soft spot for them & it's what people know me for. The 'choir' was recorded by layering up my own voice in different octaves, nothing is auto-tuned, its all real. The studio allows me to do stuff like that but I could never sing live - I'll leave that to the proper vocalists.

'Proper vocalist' Jack Tyson - Charles again features on The Gypsy, which as Adam explains uses the classic song format to great effect: One of my favourite LOA tunes to date, Its in keeping with the album mission statement of wanting to write 'proper songs' instead of just grooves.

Another supremely radio friendly & catchy composition is the track which introduces Juliette Ashby; Making It Right, of which Adam informs us; the initial idea came from my good friend Flevans. George Cooper & I added the changes, Rory Simmons arranged the strings & Juliette Ashby came up with a really great vocal. It's most definitely different than a lot of LOA material, but that is no bad thing - sometimes you just have to get outside of your comfort zone and try new stuff.

The truth is that Music For Adverts is stuffed with beautiful audio gems of all varieties - from those 'proper songs', though tough nut, hard hip hop jams, deeply grooving funk - Lack Of Afro has mastery of many genres, production & various instruments, which is why this album is a fully formed tour de force through contemporary soul.

"The mix of styles on this new offering from Lack of Afro come together to create a very attractive contemporary sound with a vintage finish."
Matthew Rogers, Source FM
"I love the cross section of genres, the vocals, rap and overall production genius. This is an album for everyone."
DJ Kappa, Radio Reverb
"The new Lack Of Afro album is old school joyous!"
Lauren Laverne, BBC 6 Music
"Eclectic, rich, soulful album pushing boundaries yet retaining catchiness and classic grooves"
Sonic Shocks magazine
"Wondrous! My listeners and myself have been anxiously awaiting this full-length and LOA doesn't disappoint. A musical adventure for the adventurous! LOA is undoubtedly one of the most talented artists working today."
Christopher Lawyer, 88 1 KDHX FM
"Lack of Afro confirms his standing as one of the most talented producers of the nu funk scene. Tight!"
Calamity Jade, Funk Shui on Radio Popolare, Italy
"Lack Of Afro productions are always top notch, this album blows my mind, it's a belter."
Renegades Of Jazz, Agogo Records/Mojo Club
"Lack of Afro reaches his Olympus! A perfection of a Soul Funk full length! You don't have to remember his name, he is the best!!"
Chris Ex, Bandrop.tv
"Remarkable project as ever from one of the UK's best. Flawless project as ever from LOA, great to have him back!"
Vice, The Kaleidoscope Show
"Lack of Afro is one of my absolute favorite producers. killer album!"
Russ Dewbury, Juice 107.2