Some veteran rap and hip-hop aficionados have articulated many concerns over the direction of hardcore rap in the recent years and dating back to the early 90's. Their argument is that hardcore rap told a story with a heavy conscience in the '80s, and then rap segued to talking about their own bling while they dove in sports cars pitting east coast and west coast rappers proudly referring to their own selves as, a "thug" while smoking blunts surrounded by "bitches, hoes, and hotties shaking big booties." However, in today's world, rap can be very positive and uplifting with MCs and popular rap bands like the Roots, Too $hort, Public Enemy, Common, Eminem, Ice T, Blackalicious as well as other rappers that sing with that hardcore and style that is very much in your face. Mac Dividinz's debut album, Hypersonic, is no doubt hardcore and no doubt in your face from beginning to end of this CD. The Oklahoma-based rapper was a teen when he initially started rapping music while today; his songs have grown to be very accessible to any audience that loves rap music. He speaks about socio concerns in a very severe way.
For instance with the initial single being worked to the urban radio format to stations all over the world, "I Got This" communicates an accessible story geared to grab anyone from any socio environment. Hypersonic is not an album filled with songs with words that are making an attempt to save the world, "but he is no doubt sending a huge message to the world," says Don Lichterman, the head of Sunset Urban. (Don) Lichterman goes on to say that it's a "tribute to his (Mac Dividinz) talent and that he loves what he does with rapping his music" and that Sunset Urban is releasing a "serious rap album that is an unprecedented 67 minutes long CD." The Mac Dividinz debut album a quintessential down and dirty rap album that will overwhelm rap music lovers with the "in your face" style and "in your face" music theme. "(Mac) Dividinz is not reinventing the wheel so to speak," says (Don Lichterman from Sunset, "it is one the best rap albums from beginning to end in a very long time and I mean every song on Hypersonic is a top level." The overall beat coupled with his rap, is contagious, deep and is very strong music. (Mac) Dividinz has great melodies with catchy hooks on every song. The sixteen (16) songs on the Hypersonic CD is an entertaining example of down home hardcore rap music.
Born David Jones and raised in Oklahoma, USA, (Mac) Dividinz grew up with an eye on his artist career. As a teen, he followed the lead of his influences growing up by writing and performing on his own, until he eventually sent in the "raps" to (Don) Lichterman at Sunset Urban. Bothe Sunset and Dividinz feel this is the perfect fit considering the career of Mac (Dividinz) and with Sunset Urban, the hip hop and rap label at Sunset. "I was so impressed with his rap, it took me days to close that deal," says Lichterman whom signed the up and coming rap artist to his Sunset Urban Record label. The label had initially hope to get it out this year but considering the length of the full length CD and its sixteen (16) songs; it was worth waiting until the street day in 2010 on January 26th.
Sunset Urban Records
Sunset is a privately owned Don Lichterman Company. Sunset is one of the leading independent record labels and entertainment companies in the world. The Sunset Group of Entertainment Companies, and its global operation, acquire, develop, and distribute major music recording artists, home visual entertainment products, online-digital entertainment technologies and music and filmed entertainment worldwide. Sunset's four major divisions are the Sunset Distributed Label Group, the Sunset Strategic Marketing and Licensing Division, the Radio Sunset Network and the Sunset Filmed Entertainment Division.