Each year, aspiring MC's assemble material and take stage with hopes of breaking onto the scene. For 2011, new media company HMW is placing bets on MikeDrastic, the first hip-hop signee to Heavy Metal-World’s IME Records.
The Seattle native was polishing his musical prowess when approached by Heavy Metal-World™ with the opportunity for a new direction. Primarily a rock label, HMW's record label (Itchy Metal Entertainment) took interest in Drastic after hearing the song Worst Side of Me over a stylistic sample of super rockers The Scorpions massive hit “Still Lovin’ You”
“The release we plan for Mike isn’t a heavy metal record,” confirms Ed Fassio from IME Records. “We were impressed by his creative twist on a super-hit, proving that a great riff can perfectly compliment a compelling story and there’s a science to that combination.”
Drastic started early buzz by self-releasing his EP earlier this year. "Worst Side of Me" is actually the song that got Fassio interested in signing the Emerald City rapper after an introduction through long-time business partner and friend, Don Melendez while working together at Itchy Metal Entertainment.
On first listen the track enters with a familiar guitar scale via The Scorpions, and sets a lonely tone. Then, Drastic releases an awesomely haunting commentary. It might sound like a typical track about some lost soul on the wrong path, but his lyrical delivery draws from the contemplations in his own mind. It’s an autobiography of sorts; the perpetual struggle as an artist, navigation of life and constant temptation to choose justifiable, yet doomed alternatives.
Linking with MikeDrastic was a calculated decision and an intentional part of IME’s plans to challenge traditional thinking.
“Rap and Rock co-exist and when done correctly, you have legendary hits like Run DMC and Aerosmith, Linkin Park and Jay-Z,” adds HMW’s founder Rebel-O. “While developing the strategy for IME, we never planned to alienate other genres. However, we are very particular when venturing outside of metal. We needed someone with the ability to add depth to any sound, brings a level of maturity to the game and can artistically collaborate.” This enables new directions for the company and for the music.
Persevering from past to the present, MikeDrastic has shared stage with legendary MC’s Digital Underground and Sir Mix-a-Lot. His upcoming release through Itchy Metal will be the first on a label.
For more information on MikeDrastic, visit: www.mikedrastic.com
About Heavy Metal-World™:
Heavy Metal-World (HMW) is a new media agency HQ’ed in Los Angeles, CA comprised of industry experts and developed in early 2008 as an innovative way to market, manage, promote and distribute new media and independent music by leveraging emerging platforms and partners.
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Acquired by HMW in November 2010, Itchy Metal Entertainment is a Las Vegas, NV based music production company, specializing in artist development, talent scouting, music recording, producing and distribution as well as internet marketing campaigns and strategies.
