Bringing purpose and artistic intention back into hip hop – outside of that which intends to purely create volume, or draw attention – Fifth’s Cost Of Doin’ Business offers a classic hit of story-telling and soul; introducing the artist in a bold and beautiful way.
From the offset, this piano-led ambiance, tripped up yet minimalist, spacious, combined with the finely captured visuals offered in the video, offers a sense that something of depth is about to emerge.
Sure enough, Fifth’s opening verse pours through with integrity and meaning, his vocal tone delivering an immediate level of authenticity and realness. You can’t help but listen – these bars captivate. The story is long-form, right the way through to the end, and the hook provides an addictive little break from the weight of it all. Rarely do you get tracks that operate in this explicitly focused manner these days. The song has a purpose, the artist does too, and both seek to fulfill this within the walls of the experience.
Brilliant. Professional, creative, genuine. Hopefully there’s plenty more to come.
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