OC 'Smoke & Mirrors' album

Whenever people talk about slept-on emcees, the name O.C. is always mentioned. Omar Credle's history of under-promoted albums and sample clearance issues is familiar to anyone who knows their hip-hop history. In 1994 his classic debut album Word…Life knocked the wind out of people's chests and put the Bushwick, Brooklyn emcee on the map. But somehow after 11 years, 4 albums, and a dozen movie soundtrack inclusions, O.C. has remained largely unnoticed by the masses. That is set to change with the November 1st release of his new record, Smoke & Mirrors. This new album is notable because it will be the first that O.C. has had complete artistic control of. It is also noteworthy because it will be the first East Coast project for venerable Oakland-based indie hip-hop label Hieroglyphics Imperium.

Finally, O.C. is making an album on his own terms with a team of people who share his vision. "Things are different from 10 years ago," explains O.C. "I'm now able to have full control over my artistry. Hiero knows my history so they said, 'We don't gotta babysit you, do your own thing.' With Hiero, the relationship is mutually beneficial and they're treating me as a partner rather than just an artist." Backed by The Hieroglyphics' solid tour support, distribution, and iconic status amongst underground hip-hop heads, O.C. feels like he has at long last found true brothers in arms.

Smoke & Mirrors is O.C.'s reflection on life and the entertainment industry. Behind all the glitz and hype lies the reality of the business; superficiality, empty promises, bootlicking, and soul selling. O.C. called upon his experience as an underground emcee to craft a concept album that explores these paradoxes. "This album is basically about contradiction and hypocrisy," explains O.C.. Unlike other emcees that don't see the inherent hypocrisy in wearing $100,000 diamond crucifixes, O.C. struggles with his duplicitous nature. "For example, I like to wear diamond earrings even though I know it's fucked up that kids be dying diggin' them out of the mines. Or sometimes I hate on the flashy cars and animal abuse but every once in a while I like to wear minks and roll on some nice rims." In Smoke & Mirrors he explores how contradictions are a part of life and how nothing can be taken at face value.

The first lines of Smoke & Mirrors' lead single "Challenge Y'all" sum up the album and O.C.'s take on the hip-hop game perfectly: I walk through fire with gasoline drawers/ Not for shock value I do it just 'cause/ this hip-hop thing I don't do it for the applause/ Not knockin' anybody but f*ck an award. O.C. challenges listeners' perceptions on "Shorty", a track that musically sounds like a club banger but whose lyrics deal with the dark issue of young women being taken advantage of in the club scene. O.C. explains, "It's about n*ggas who know that chicks in the club are underage but they still try to get with them." Musically the album presents a panoply of modern hip-hop production; the dirty bass groove of "The Good, The Bad, The Ugly (Tendencies)", the soul tinged "Nowhere," and the rock-heavy urgency of "Distortion". Through it all, the musical diversity is kept cohesive by O.C.'s trademark cadence and Bushwick accent. All tracks were produced by OC's DJ, Mike Lowe, with the exception of "I'm Da Boss" which was produced by Fire Dept.

O.C. first got into music as a kid when he learned how to hijack power for his Technics turntable from street lampposts. As he watched his neighborhood come to life as he spun records, O.C. knew music would always be a part of his life. By high school he was writing rhymes and made his recording debut with neighbor Pharaoh Monch on Organized Konfusion’s 1991 classic "Fudge Pudge." This initial success led to him being signed by MC Serch’s (3rd Bass) production company and he hit the road on the first Source Tour in 1991 along with Biz Markie, Lord Finesse, Shante, and Buckwild. While on tour, O.C. and Buckwild quickly became friends and began working on concepts for an album that was to be his first taste of commercial and critical success: 1994's timeless Word…Life. With virtually no promotion, the album sold well and created a buzz on the streets. Word of the album made it's way to Puff Daddy who approached O.C. with an offer to remix the album. O.C. declined Puffy's bid on artistic grounds and instead opted to join one of hip-hop's most beloved and respected crews, Diggin' In The Crates.

In 1997 O.C. dropped his sophomore album, Jewelz, which featured high-profile appearances from Organized Konfusion, Freddie Foxxx, and DJ Premier. Similar to his debut album, this record was a critical success but was under promoted and didn't do well commercially. The next few years saw a flurry of activity, including songs on the first Lyricist Lounge compilation, the soundtrack for "A Low Down Dirt Shame", and the single "Bonafied" featuring Jay Z.

O.C. released his third album Bon Appetite in 2001 featuring production and guest appearances from Show and A.G, Lord Finesse, Buckwild, Ghetto Dwellas, A. Bless, and Ahmed. It was a testament to O.C.'s history, touring, and reputation as a true lyricist that the album sold well despite not having a video or promotion. Around that time he lost one of his closest friends, fellow DITC member, Big L. With his good friend gone and his under promoted album languishing, O.C. found himself at a crossroads. He wasn't enjoying making records anymore so he took a break for a few years.

In early 2005, O.C. returned with Starchild, one of the most bootlegged albums of the year. Only available in Japan, the 5000 official copies flew off the shelves in a matter of weeks. Word of the limited edition album spread worldwide and fans everywhere downloaded the album. "I just got back from Europe performing in front of 600-800 people every night and I was trippin' because everyone there was singing the lyrics right along with me," says O.C.

These are good days for O.C. It's been a bumpy road from his days spinning records at park jams in Bushwick to his current partnership with like-minded indie pioneers The Hierogyphics. Despite his tribulations along the way, O.C. has always maintained his integrity and never looked back. He is a testament of perseverance in the fickle entertainment industry.

Armed with Smoke & Mirrors, O.C., The King of the Underground, is ready to reclaim his crown.

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OC - Smoke & Mirrors