There’s very few projects which have been delivered on the West Coast with the same conviction and authenticity as Vancouver artist Seth Kay’s debut album, Attention. Serving as the first album release from Seth since his 2014 EP, See U In LA, the new project fully displays the undeniable growth that he’s acquired as a skilled emcee and talented songwriter.
But most simply and effectively put – this album is a vibe from start to finish that combines Seth’s cool and collected sonic style with a fresh lyrical approach to reinstate the value of West Coast rap.
Seth steps forward on Attention as the leader for the NORTHSIDE collective while actively encompassing and engaging new and old fans on a variety of topics. Including heartfelt lyrics about the overall lack of support within his own city, as heard on “Change Up,” to the hard hitting baselines on “6 AM,” and the undeniably catchy hook on “Nobody New,” there’s a balanced mix of energies to attract a wide variety of music fan.
Wielding an identifiably refined and matured sonic taste, he pulls it off with a suave that’s only gained from experience and intuition. The 9-track project is engineered entirely by award-winning producer Jamie Kuse, and notably contains a single feature from Freebandz artist Zoey Dollaz which acts as the official remix to Vancouver’s dignified strip club anthem “No. 5.”
With aesthetically clean visuals and cover art that is curated by HighCultureStudios* and NORTHSIDE’s creative director, this project is guaranteed to deliver at least one trait that will keep your attention focused on where Seth’s headed next. We have an inclination that it’s to a place of higher value.
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