“Failure is when you’re trying to please everybody… Just do you, and you only.”
– CHOZE
Alternative Grime is a genre of music that was previously unknown to me. But far from the rough-around-the-edges rappers with flabby and hollowly aggressive rhymes, is word wizard Ricardo Marinoni.
Marinoni is the well-presented, self-assured and lyrically talented front man of CHOZE.
From South-West London, CHOZE’s music is influenced by his unforgiving and sometimes violent neighbourhood that he grew up in. The survival instinct required to not only avoid danger but also to build a respectable life despite his unforgiving environment is the thrust behind his music career.
In this concrete jungle where the dapper dons rumble (wake up)
‘Wake Up‘ – CHOZE
Don’t sleep on us mate
Or your temple gets crumbled
In his words music was his saviour, and the catalyst to his life’s change of direction after an ankle injury stopped his budding professional football career in its tracks.
Going solo in 2015, CHOZE found immediate success in underground gigs and quickly built a loyal fanbase from his electric performances. This wave of success carried him to incredible venues and attracted collaborations that soon signed him to a label.
His debut album D.I.Y was released by 2022.
“I decided to create a body of work that represents my journey and belief. That’s one of the reasons why I called the album D.I.Y,” CHOZE said.
It seems like his live performances are the heart of his musical identity, and carrying this energy through on to a recorded medium may have been perceived as an initial hinderance to the success of CHOZE’s music.
However, after listening to D.I.Y I was immediately struck by the high production level, as well as the well articulated lyrics (something sorely lacking from new rap artists, in my opinion).
Here’s my favourite lyric:
MC’s should chill like a spring break
‘Built 4 Dis‘ – CHOZE, Lion Art
Analyse their mistakes, no retakes
Coz will cook you up like your flake
Or expose your weaknesses like Ricki Lake
I think CHOZE has picked his team well, and has enabled his work to be launched in the best possible way.
No lyric is lost in translation, and no message goes overlooked on this album.
But I won’t be a soul trader
‘DIY Interlude‘ – CHOZE
Even though I am a sole trader
So don’t paint me with the same brush as a slaver
“I was actually ill when I recorded this record, so the biggest shock for me was when I was invited to a DJ gig by a Sony scout. He dropped my instrumental in a mix to a packed crowd and they went mad, mad, mad!”
Badderz is the first single released from the D.I.Y record and is accompanied by a music video, which is another high quality production in itself. A futuristic depiction of success, alongside a Reservoir Dogs-inspired wardrobe.
It encapsulates CHOZE’s sharp brand of being a clean cut, well-spoken artist with a clear vision.
“Badderz, it’s my introduction to this modern world,” CHOZE said. “The reason why Badderz was produced is because we are living in a new era where sound and innovation have taken on a whole new approach.”
I love a success story. CHOZE’s journey is particularly inspirational for musicians and artists alike because he started at the bottom, with nothing but shear talent and motivation to get him to the top.
If you’re new to the alternative grime scene, don’t be nervous. D.I.Y is an approachable album with strong lyrics and clever hooks that will live rent-free in your head for a long time.
Listen to the album on all major streaming platforms here, including Spotify.
Follow CHOZE’s journey on Instagram, Facebook and Twitter.
This is a paid promotion.
NZ Film Freak 