A creatively intentional fusion of nostalgic boyband pop and edgy, performative hip hop. DON’T WATCH TV bring back the energy and catchy licks of a simpler era, with the anthemic harmonies and industrial, playful rhythms of their brand new album 99 DEGREES.
Firing up with the iconic FOCUSED ON TONIGHT, DON’T WATCH TV introduce a band united in their melodies, and confidently structured with nostalgic rap sections and that instantly distinct, organic underlying beat.
It’s an absolute earworm of an opening track, weaving smart raps and artistic production into a format that has long since drawn in millions of listeners for the catchy nuance of a well-written alternative pop hook.
Straight out of Buffalo, New York, DON’T WATCH TV features the four unique personalities and voices of Nic, Hirko, C3DIE and Austin Kelley. The group alternate who leads on the mic, and meanwhile, the production and songwriting throughout 99 DEGREES offers a clever balance of nostalgia and outright originality.
From the upbeat and energising to the heartfelt and dreamy, STRIPPED VEGAS is quick to set a whole different vibe, a late night contemplation that’s fully immersive, poetic, and powerful at the drop. Then to flip the script all the more so, BREAK MY RULES blends lo-fi bedroom pop with a smooth and intimate RnB melody, and rap bars that again effectively push away genre labels, letting vibe and story take precedence.
As we move in DSMA, things change significantly, adopting a new vocal lead and something a little less effected or immersive – a more conceptual focus, with old-school NYC production countering the desperation of the lyrics with a more hopeful kind of Hip Hop and smoky soul arrangement.
After this, BAD NEWS is another instantly recognisable track, with chaos and calm united alongside an eighties bassline and self-confronting subject matter. The vocal mix again feels like a clean pop style, but the underlying soundscape is boldly unique; almost cinematic in its layers and ethereal intensity.
As a pure rap track with a cool and confident aura, 19 is something of a poetic and captivating highlight, perfectly placed as number six in a playlist of nine – offering intimacy and confidence amidst lo-fi keys that bring the energy down just briefly. Contrast matters, and 99 DEGREES takes full advantage of that truth.
CATCHIN A WAVEEEEE has that big-band, Jay Z aura in the horn section and rising anticipation, with a rock-rap performative peak letting the modern rap energy and versatility bring this straight back to the creative harmony of DON’T WATCH TV. Think dreamy pop and Limp Bizkit intertwined, but then forget all comparisons entirely, as DON’T WATCH TV weave a whole new web of their own.
Spacious cinematic jazz and quietly confident, intelligent conscious rap bars from Hirko let REMISSION STATEMENT prove a compelling favourite from this album – a track worth more than a single listen for its minimalism, melodic backdrop, and the depth and smart framing of ideas throughout the lyrics. A personal highlight.
Then to finish, that 1920’s soundbite vocal melodic style lets one last groove present something thoughtful and shoulder-swaying in its ease of set-up and complexity of topic. The vocal effects and the melody redirect us one final time, and in all honesty, this album in full feels something like a best-of collection from a specific era, but also manages to ground itself amidst the creativity of the beats, the energy and unity of the artists involved, and the overall sense of purpose and playful freedom that forever raises the bar.
Stream the album 99 DEGREES below or via Apple Music. Find DON’T WATCH TV on Instagram.
