title: Custom Made Presents: Element – Great Expectations
artist: Element (of Custom Made)
label: Custom Made Recordings
Great Expectations is finally here! After two years of recording in between five group projects, Element from the critically acclaimed LA hip-hop collective, Custom Made, debuts with his solo mixtape.
Known from his role as a founding member of Custom Made, Element is here to showcase the skills and talents he brings to the table. After emerging on the hip-hop scene with Custom Made in 2002 the group went on to enjoy continued success because of their hard-work effort. Custom Made has since made their brand of lyrical hardcore well known via their Street Cinema mixtape series and consistent albums. In 2005 they signed with Babygrande to release their Sidewalk Mindtalk CD+DVD and in 2007 they linked up with Rawkus to release Truth Be Told. After dropping countless group albums and mixtapes over the years, Element was finally able to wrap up his solo project. “I’ve been working on this project for the past two years,” explains Element. “With all the Custom Made projects going on I never really had time to finish up mine.”
Besides being from Custom Made, Element is well-known in the Los Angeles hip-hop scene for his freestyle and battle skills. Element teamed up with Northern California emcee Franco to enter the Los Angeles division of the 2007 World Rap Championships. WRC is a professional battle rap league featuring some of the best battle emcees worldwide. Footage from the 2007 WRC can be seen at: http://www.jumpoff.tv/wrc2007.php
After the 2007 WRC, Element finally had a few months available where he could wrap up his mixtape. With this project Element aims to show fans the extreme lyricist and poet he truly is. Element combines all aspects of his style from the street-crime rap to the conscious-introspective gems to bring you a true hip-hop journey.
Even though this is a mixtape; with all original production and all new music, it sounds more like an album. The majority of the production is handled by Custom Made producer, Abstrakt Soundz. “Ab and I worked closely on this tape to make sure it had a cohesive sound,” says Element. “He knows my style perfect.” The mixtape features Custom Made cohorts Bluff and Scoobs, singer Wade Benjamin and Franco.
Great Expectations marks the fifth installment in the Street Cinema series and also is here to hold fans over until the new Custom Made album. On May 27th Custom Made will drop their long-awaited official LP, Original Dynasty, on Babygrande. With this release Element shows why there should be Great Expectations for his rap career in the years to come.
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