New Success Culture, more popularly referred to as NewSC, is something that's been slowly bubbling up throughout South Carolina. It features the emcees Cole Connor, Ran Bruce, Chadd Downing and Grand Royal, all of which have made some ground as solo acts before banding together for this project presented by FatRat Da Czar. This debut mixtape from the sharp and deft hip-hop group is a big statement. This collection of 16 songs shows the fusion of both passion and wit from a broad stroke of voices. The mixture of young and seasoned in the hip-hop scene gives the group the flexibility and legitimacy to cover a large scope of hip-hop styles, and their production choices would lead you to believe this is something they're well aware of.
The album's title track "New Success" starts the record, featuring production from member Ran Bruce and bars from nearly the whole group. Afro-Tunes beat for "O.G." offers a grimy street beat for FatRat Da Czar's latest single, featuring NewSC member Chadd Downing on the hook. Their first single from the album was "Celebration," and their music video was shot at Columbia, SC indie theatre The Nickelodeon. The video is great, and the funky sample gives the group a playground for bars.
My favorite track on the album is "Vibe," featuring production from Earl Black. Having sat on this mixtape for a week or so, it's the hook of "Vibe" that's perpetually floating around in my head, the track that takes me back to the mixtape playlist to give it another spin. "Unconditional Love," featuring production by iDK Beats, is another tune that I keep coming back to listen to. Chadd Downing slaughters another hook, and FatRat comes back for another set of bars alongside Perfect G and Rah Heazy.
The mixtape is available for free (with tags) here on Datpiff, but if you'd like a physical copy or an untagged version, they'll be available in the coming weeks.