Summary:

by Phil

I am always interested when a producer takes on the challenge of crafting an album composed entirely of a very specific set of samples. It has become a trend lately, seen in albums like Oh No’s “Dr. No’s Ethiopium” where the Stones Throw veteran made 36 beats using only samples of Ethiopian music, or Exile’s “Radio” where he only sampled songs off the radio. Of the more exotic themes of an album along these lines is West Coast rapper/producer Thes One’s 2007 instrumental release “Lifestyle Marketing”. Thes created “Lifestyle Marketing” using only the music of composer Herb Pilhofer, known for his television and radio jingles, as the basis for the 15 tracks that make up the album.

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I am always interested when a producer takes on the challenge of crafting an album composed entirely of a very specific set of samples. It has become a trend lately, seen in albums like Oh No’s “Dr. No’s Ethiopium” where the Stones Throw veteran made 36 beats using only samples of Ethiopian music, or Exile’s “Radio” where he only sampled songs off the radio. Of the more exotic themes of an album along these lines is West Coast rapper/producer Thes One’s 2007 instrumental release “Lifestyle Marketing”. Thes created “Lifestyle Marketing” using only the music of composer Herb Pilhofer, known for his television and radio jingles, as the basis for the 15 tracks that make up the album.

Those familiar with of Thes One are likely aware of his work as one half of People Under the Stairs, a legendary Los Angeles based hip hop duo. Thes holds down the duty as an MC as well as the primary beat maker for the majority of PUTS’ work alongside Double K. Any fans of People Under the Stairs will almost certainly appreciate this solo effort by Thes One as it is very similar to the production on any given PUTS album. If there is any difference it is that the beats on “Lifestyle Market” are slightly more intricate than something you might hear on one of his albums with Double K. There are layers upon layers of samples chopped out of the Herb Pilhofer originals put over tight drum loops in a style that can be described in no other way than having an unmistakably “west coast vibe.” Thes One’s normally catchy beats are taken to another level of catchiness on this project as one can imagine knowing the beats sample commercial jingles. Often included in the beats are the slogans of various companies Pilhofer was contracted by that are guaranteed to be stuck in your head for days.

While Thes tends to stick to a formula of layering filtered down music and vocals and putting the outcome over drums through the entire album, it is still impossible to grow bored of the technique while listening to the album. “Lifestyle Marketing” covers every genre, it’s jazz, funk, pop and more. The range of instruments it features is also impressive as seen on the album’s best track “Cheetah” which starts with a heavy distorted guitar leading to a catchy vocal sample and ending with a flute sample over a strange guitar solo and a wild bassline, and that’s just in one song.

If you need any more incentive to check out “Lifestyle Marketing,” there is also a second disc full of Herb Pilhofer originals which makes it clear as to why Thes One decided to create an album solely sampling his music. Music that seems to me to have been rather innovative in the ’70s was recycled by Thes One into and turned into one of the great instrumental hip hop albums.

by Phil