With independent recording continually growing more affordable and accessible than it ever has been; the industry is quickly becoming over-saturated with hobbyists and crowded with wannabes. Due to this, it is becoming ever-harder to be noticed within the endless sea of independent noise. The number of new hip-hop artists entering the industry every day is growing exponentially. With this increase in industry competition, you’d think there would be a “standard” for things you shouldn’t do if you’re trying to become noticed and successful. Unfortunately, this is not the case…in fact, it seems that a vast majority of new artists have taken the lazy route — copy those whom are more successful than you.
SASH has fiercely rebelled against this current trend; creating something innovative and unique, yet entirely approachable and digestible.
Recently, it seems like every new rapper we meet describes themselves similarly. It usually goes something like, “I want to be the next Kanye/Drake/Lamar…” This sentiment is then often uncomfortably showcased in their music as a shameless imitation of their heroes. Ukraine-born, San Francisco based Sash puts you in a state of mind, creating an emotional connection with his diverse sound and personal lyrics. Sash’s stories are strong, bringing a fresh, brand new edge to the world of Urban Music.
It is completely natural to become inspired by your industry forerunners, but you must stray away from riding on their coattails by replicating theirdistinct sound and style. This is precisely what SASH naturally does so well. Upon discovering SASH, we were immediately struck by what may be his strongest asset: his courage to be entirely unapologetic in his assertion of his own unique identity. This shines radiantly in his newest track entitled “Libido”.
Listen to “Libido” here:
Not only has SASH recognized the same tired trend in the music industry, but he has made it a point to aggressively rebel against it. One of the first characteristics that we noticed in SASH’s tracks that immediately set him apart was his willingness to be vulnerable and honest. Too often, rappers feel the need to push a familiar facade (which at this point, has become a parody of itself), or they mistake humbleness for weakness. SASH does neither, he has embraced his own personal identity and has made no apologies for it.
This approach to songwriting naturally injects his music with integrity and honesty. His confidence in his own story, as well as his embrace of his own style allows his music to outshine the rest within the genre. His vulnerability in his songwriting makes it much more organic for the listener to connect with his songs on a personal level. These are qualities that are severely lacking within the current industry, and impressively, SASH has already figured it out as a relatively new artist on the scene.
SASH is definitely one of those increasingly rare transcendent artists that doesn’t abide by the typical genre limitations and standards. Regardless of your specific musical tastes, regardless of any bias or animosity that you may have against the hip-hop or rap genres; the sheer uniqueness and thoughtfulness of SASH’s newest Single will inspire and ignite applause and appreciation out of even the most reluctant listeners.
It’s pretty damn refreshing to hear somebody so incredibly versatile and talented behind the mic (and so brilliantly selective with the production). Shying away from the typical clichés of both of the genres that he borrows inspiration from, SASH has a remarkably unique style and sound which he maintains throughout these early tracks. While SASH certainly pays homage to the greats; he frequently veers away the genre’s increasingly tired tendencies, making the listening experience feel entirely new and unpredictable.
This artist will almost certainly be taking the scene by storm!
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