Gold fabric, wood finishing and crystal chandeliers decorated the lobby where local hip-hop group The Niceguys threw a party for masses of people, drinking champagne and smoking cigars.
The Niceguys hardly stood out from the well-dressed socialites attending the event. However, the band lived up to its name when a group of women arrived. Like true gentlemen, The Niceguys excused themselves in order to properly welcome their guests.
The Niceguys formed while three of the four hip-hop artists studied at UH.
Todd Louis, known on stage as Christolph, has known Winfrey Oribhabor (Free) since they were about 16 years old. The two heard of each other’s talents for making beats through word-of-mouth.
When Free discovered DJ Omar Barton and heard out about Queens native Yves Ozoude’s gift with lyrics, everything started to fall into place.
‘Honestly, I was skeptical ’cause you hear about East Coast rappers and all, but I thought it could have just been a bunch of hype,’ Louis, who is now The Niceguys’ producer, said.
Ozoude started working on his art when he moved to Houston three years ago.
‘A lot of times the best man for the job is the one who doesn’t want it,’ Ozoude said. ‘I have a funny way of thinking ‘hellip; I would zone out listening to people’s conversations and start playing around rhyming with their words.’
The Niceguys are part of a new generation of artists trying to succeed in the fast-paced information age.
The music industry has changed drastically over the past decade, considering the introduction of peer-to-peer music downloading and media distribution Web sites such as iTunes and YouTube.
There has also been a shift in how artists connect with fans. Now they do it through Web sites such as Twitter.’ Twitter allows fans real-time access to artists through status updates.
The Niceguys have embraced the information age by offering free music on their Web site, http://nicelook.wordpress.com/ The Niceguys said that MySpace, once a cutting-edge tool for artists promoting their music, is becoming less important.
Record companies have faced dwindling sales for the past decade and have changed marketing strategies to appeal to a younger, preteen audience. This has resulted in a string of artists such as Miley Cyrus and Hilary Duff, who are geared toward younger listeners.
Artists are also suffering from decreased record sales and are finding new ways to create and perfect their craft while making ends meet.
When asked about their opinions on the music industry and its current state, The Niceguys each laughed.
‘The music industry doesn’t exist,’ Oribhabor said.
Louis quickly added, ‘I may not respect the music industry, but I respect the grind.’
The Niceguys’ strategy is to build awareness from the ground up, as few firms are willing to promote lesser-known artists.
‘Would you rather sell 2,000 albums, or give away 20,000?’ Louis said.
The group will certainly surprise anyone expecting dirty-south beats and vocals that are chopped and screwed. The band’s beats pay homage hip-hop pioneers such as The Pharcyde and The Goats.
Ozoude’s skillfully crafted rhymes are stimulating and hypnotizing.
‘Do something new, respect where you come from and put yourself in a position to effect change,’ Louis said.
