THE EDITED PRESS RELEASE: “A mission statement work of sorts, Paradigm Shift is a marker in time, a testament to Super Duty Tough Work’s evolving worldview and assertion of commitment to their art and the traditions from which they’re born.
Despite being only 10 tracks, this record can be boiled down to having two distinct sides: Party and revolution. On one hand, Paradigm Shift has a heavy dose of the usual witty, provocative, carefree lyricism we’ve come to expect from frontman Brendan Grey, mixed with some catchy hooks and melodic choruses sure to become ear-worms. On the other hand, the underlying themes of anti-imperialism, anti-capitalism, celebrity/idol worship and climate catastrophe can only be made to be so fun, making for an interesting dichotomy as the listener is pushed and pulled in a few very different directions throughout. The content can get pretty heavy, but in the same breath, it’s composed and presented in such a stylish and effortless manner, proving that a spoonful of honey (and a couple zoots) really does help the medicine go down.
Cloaked at times in the dusty sample sound of golden-era hip-hop (ps it’s all live), while in other places utilizing a more contemporary approach such as trap hi-hats, house synths and 808 bass pads, this record clearly exemplifies the group’s growth, as we see them cover new ground both thematically and sonically. The heavy content and ear-pleasing soundscapes are so well put together that you don’t always realize that you’re listening to songs often exploring the symptoms and results of what can only be described as settler-colonialism and predatory/late stage capitalism/neoliberal economics, while also calling for the hanging of Elon Musk and redistribution of all stolen wealth hoarded by the billionaire class.
“I mean, it’s hard to summarize what this album is about, because it touches on so many different things,” says Grey. “Thematically, you could pick any one to explore, depending on what speaks to you. On one track I’m talking about how I’m the best rapper (typical), while in the next I’m calling for complete systems overhaul. Then we’re talking about navigating depression, then Marisolle is talking about stepping in the party, looking fresh and ready to get busy. Then it’s back to straight rapping. It’s all related. I’d say though, generally, it all falls in line with our themes of ‘resistance-based debauchery’ and internationalism. Opposing the homicidal ruling class the planet is forced to endure, while at the same time having fun, celebrating the wins and each other, and indulging in joy when possible. This record really is meant to be a comfort measure for all victims of capitalism. Which is everyone (laughs).”
Internationalism is a theme that the group positions at the forefront of their work. “Our goal is to get folks to realize their shared struggles, in hopes that that will foster a shared commitment to change and unified movements. Right now we’re really caught up in individual grievances and representation politics. Essentially, it’s all about ‘me’. Which is fine, but limited. We’ll let the other cats push that narrative. Our goal is to highlight and emphasize the common experiences seen across all oppressed/marginalized and exploited peoples, with the hope of having more partnership across cultures and classes, in order to really affect material change in our communities, and ultimately, confront and dispose of the ruling class.”
From the top, Grey makes his position clear. On the opening track, aptly titled Mission Statement, Grey admonishes artists who were silent on certain issues until it proved to be in their career interest. “Had they whole career to speak, but chose to play it safe / That’s why I don’t put trust in these rappers, or those that give them praise… / I guess it’s just how I was raised / Black radical tradition stay in my veins, something I won’t disgrace / For front-page placement, or likes, or inches in (Exclaim) / Try to deny us, you gon’ feel our wrath like climate change / …Peep the lineage in my drums / What I stand for speaks for itself, I never run / So when I show you my gun / Know my Uzi weighs a ton/And we are live from Treaty No. 1.”
These few bars alone perfectly capture SDTW’s current form and what’s to come on this record: addressing artists who only engage in activism when it’s trendy and profitable, paying homage to his bloodline and the politics on which he was raised (Grey’s father was a climate policy specialist of the highest regard, his mother a speech writer working in anti-racism in the ’80s and ’90s, his grandmother broke colorline barriers in the prairies as the first Black pharmacist, and his grandfather was an educator and cousin of both Winnifred Atwell and Kwame Ture), confronting the undeniable, all encompassing effects of climate change and closing with a reference to both Public Enemy and Saul Williams, in the form of a reimagined quote, flipped to signal solidarity with Indigenous sovereignty movements and show respect to the land on which Super Duty Tough Work has been able to come to fruition. It’s clear from these lines alone that SDTW is pulling no punches, holding no tongues, and playing no games.
At the same time, Paradigm Shift is steeped in self-reflection and analysis of the band’s last few years navigating the Canadian (and global) music industry/scene, often keeping in mind the supposed racial-reckoning seen over the last few years, as well as the groups sudden bump in status due to their Polaris Prize long list nod in 2019. “It’s funny to us because people used to low-key dis us, saying they didn’t like our politics, or we’re too political. Artists, fans AND industry. But then all of a sudden in the wake of the George Floyd snuff film, all these cats that never said shit about anything substantial, or ‘identity’ or whatever, are all of a sudden trying to make statements and exploit that stuff to seem current. On top of that, most of it was fleeting and only for the moment, That honestly puts a really bad taste in my mouth, and that disdain is a recurring theme on this record,” says Grey.
“And in terms of being current, or ‘with the times’, or capturing the zeitgeist…” Grey continues “Until we see some seriously drastic change in the world, all the things we discuss on this record will always be relevant. In fact, they’ll only continue to be more relevant as we continue on this path of rugged individualism and extreme comfort at the expense of the planet and so many human lives”.
Sonically, Paradigm Shift signals not just a shift, but the enhancement and growth of the SDTW sound. Teaming up for the first time with Toronto-based producer Junia-T (2019 Polaris Shortlist nominee and touring DJ for Jessie Reyes), Paradigm Shift really sees SDTW come into their own, as they flex musicianship and the utmost taste on everything from full-on modern boom bap head nod bangers, to stripped down minimalist piano loops, to U.K. drumnbass style party starters, to downtempo revolutionary love song sing-a-longs. “It was really incredible to work with Junia because he’s a great enabler. He creates a space of good energy and comfortableness, and just allows you to get loose and do you.” Says Grey. “He definitely helped us to not just bring out the best in us, but also to mould the sounds to how we wanted it all to sound, from the house synths to the staticky lofi sounds to the 808 pads and all that.”
For a group that has until now, been somewhat trapped in the margins, teetering on the edge of “breaking out,” Paradigm Shift in the very least presents them as unmatched in their field, and is sure to cement their place in the canon of Canadian hip-hop and music, as they make their way into the global arena to do the same.”
