By OJ Mountain
It’s rare that a live show captures my true full attention. I often end up getting distracted, or the performer doesn’t quite have the stamina to make every moment of their set intriguing. So, it was an unexpected treat to witness an act that I was truly impressed by. A couple Saturday evenings ago, I found myself with a spare bit of time. I contacted a friend of mine to hang out, and he said he was going to a show in Bushwick to see his friends perform. Intrigued, I tagged along.
Pretty soon after we had arrived, a large group of people walked onto the stage, and my friend became super excited. “This is them!” he exclaimed. The group was clearly trying to make a memorable impression. They were dressed in eccentric outfits – sports jerseys, camo vests, chains, sci fi-esque glasses, and baggy clothing. One of them even had a device that shot bubbles into the air. Their stage presence and chemistry was something to behold. There wasn’t a single moment when at least one of them wasn’t airborne – flying around with a contagious wave of energy.
As I would come to learn, this group was called 3rd Ave. Though they knew each other informally at NYU in the music technology program, their group formed essentially by accident, after they all happened to win tickets to the Rolling Loud music festival via a giveaway through their school. After combining forces, they began to build a creative environment that feeds off collectivism. Each member contributes different elements based on need, instead of having designated producers and vocalists. Most of them if not all have the ability to produce for the group by themselves as they are all sufficiently talented, but they have mastered the art of splitting up tasks so that the final product is as polished and perfectly crafted as possible.
This would of course be irrelevant if their sound wasn’t there, but their sound is perhaps 3rd Ave’s most alluring quality, They manage to turn some of the most ubiquitous, familiar, and over-represented genres out there – trap, hyperpop, emo rap, and commercial pop – into a style that is undoubtedly unique and fresh. They almost manage to make you feel like you went back to the 2010’s in a time machine and were able to experience the Soundcloud era all over again.
Their most streamed release entitled “ackerman” is a perfect example of this. The beat is as simple as it gets – trap drums, booming bass, and a catchy flute sample. On paper it should just be another generic trap song, but it isn’t. The hypnotizingly infectious hook samples the fitness gram pushup test audio halfway through it, injecting it with charisma and nostalgia. Jaden, the first MC to take a verse on the track, does so in his signature whisper delivery, immediately forcing the listener to pay attention due to how unconventionally it hits the ear.Thai and Type Oh Negative attack the other two verses with punchy, effortless flows that glide over the instrumental with grace and swagger. The lyrics themselves are nothing revolutionary, but they still manage to jam pack in tons of quotables and charismatic lines. “Elastipussy, call her Ms. Incredible”, is a bar I won’t be forgetting any time soon.
Their recent album “CYBERBULLY” is their first full length LP, and it features an impressive diversity of production and vibes. It has cuts similar to “ackerman” on tracks like “BOP IT!”, to mind-warping hyperpop breaks on “TAMAGOTCHI” and “HOLD MY HAND // PIECES”, to jarring tracks with beats that are absolutely bonkers such as “???” that would fit perfectly in an expository scene of a depraved dystopian sci-fi flick.
3rd Ave. has immense potential, and should not be overlooked. The group is set to study abroad together in Prague this upcoming Spring, and there’s no telling how that experience will inspire their music moving forward.
ROUNDHOUSE MUSIC 