COVER STORY .

The Chase

Hustle Simmons gets to the source of hip-hop.


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Published: Oct 22, 2008

The founding simplicity of hip-hop is just about dead. Instead of focusing on perfecting the beat or crafting the delivery, MCs and producers find themselves competing in the gimmick game.

Michael T. Regan

But when a smooth, straight-ahead group like Hustle Simmons starts getting some play, well, maybe the genre can make room for substance once in a while. Their bold move is to build off hip-hop's original blueprints. For them, it works.

Lyrical vet Dave Ghetto of Camden and producer Tha S Ence of Philly released their self-titled debut Hustle Simmons (Break Bread/Traffic) this past August. "The crazy thing for me is the people's response," laughs Ghetto. "Sonically, it's a traditional album. I really didn't expect the reactions." On message boards to blogs, Hustle Simmons has been called the fresh sound local hip-hop needs right now. Even the internationally known magazine The Source jumped on the bandwagon, in the Hot Tracks section of the October issue. Nestled between Ice Cube and Common, Hustle Simmons' single "Everybody" is praised as a "hypnotic, propulsive cut."

Their collaboration began as something temporary and organic. Ghetto was working on some solo tracks and sought out Tha S Ence for beats. "After he produced three songs, I was having a hard time finding the level of production to match what he gave me," says Ghetto. So three songs turned into five, which turned into 11, and Hustle Simmons was born.

"I knew the sound that he wanted," says Tha S Ence. "Soulful and hard-hitting at the same time, but not to be this jazzy, watered-down underground sound."

Ghetto nods and adds, "I know producers that have been doing this twice as long and don't have the talent S Ence has. His beats have a bottom and I'm automatically attracted to the soulful sound — it touches me to where I want to write."

HALF OFF DEPOT

Why live life at full price?

Where S Ence is a relative newcomer (in the game for about four years), Dave Ghetto needs no introduction in hip-hop circles up and down the East Coast. In the past decade, he's recorded and/or performed with the likes of DJ Jazzy Jeff, Bahamadia, De La Soul and Little Brother. He's been to Europe and back rhyming in front of crowds of thousands and is the face of the Break Bread Projects indie label.

Their name is an obvious play off Russell Simmons, whom Ghetto calls the originator. "Life is all about hustling. You are always running and wearing different hats," he states. That's certainly true for Hustle Simmons, which, over the last few months, has put out two videos — "The Rundown" and "Everybody" (both directed by local MC Hezekiah) — an online promo and their full-length, while managing to keep a steady schedule of performances.

Will there be a follow-up? They respond with a unanimous "definitely." But both being believers in quality over quantity, they're not rushing it. "I don't know what I want it to sound like yet," says Tha S Ence. Plus, they still have plans to work the present album with more singles and videos. The hustle never ends.

Ghetto laughs, "Artists now want to be hip-hop, jazz, polka with a twist of country. At a time where everyone is focused on being different, something regular is different."