PRESS

REVIEWS AND INTERVIEWS

EL NOVA HUSTLE
“P.I.C uses as many flavors as you can find in NYC, the city they call home, and eventually ends up with something sly, something retro, something with serious groove. They kick up their sound with a Latin sense of style set to piano and bass you’d tip your hat to, and they rip it up with bold horn swank. Smart, sharp rhymes bullet through each song, like in the quirky, oh-so-danceable ballad “Alnova Do That” and the clever call-to-action “Chimp Attack.” Songs like “Lactose” win for ridiculous lines like, “Lactose goes punk and does a slam dunk and your system goes woo-hoo. It can cause some fuss, but you can adjust and eat the cream and not go bust when it comes to the milk. I go for the Silk or soy of a similar ilk.” Also listen for references to Karate Kid and Walker, Texas Ranger. Still, the silliness and party sound of P.I.C comes matched with more poignant reflections. Through jazzier beats, the emcees swing together thick commentary with that smirking sense of humor in “Old Sole.” Riding on nostalgic, the song takes a witty and weighty look at life, learning, and, yes, shoes. As much as P.I.C pulls from old sounds it adds new style to today’s music and achieves the impossible. Vintage sound with modern attitude? Style with substance? P.I.C can take that like it’s nothing. The rest of the music scene better keep up with the hustle.”
READ MORE – Pauline Diaz, The Overcast.net,

“I love their sound – it’s big, brassy, and straight infectious with upbeat, smooth emceeing. P.I.C. is one of those bands who you just hear and you knowww they could turn a party out. I’ve also been impressed with their DIY music videos that always come with creative concepts that easily put big budget videos to shame. In a time when hip hop seems strapped for freshness and imagination, P.I.C. bring it back in a new way in their 4th release, El Nova Hustle.”
– Bruce Banner, GetDown

“New York-based P.I.C.’s album El Nova Hustle finds its groove unevenly eclectic yet safe and assured, just like a taxi-cab ride through the city… “Caramel Love” is a sweet song about taxi drivers and the girls they crush on while they drive them around the city. The 80s throwback rhymes fit oddly well over the music; the Rhodes-and-horn hustle of late-night AM radio, while “Fonzarelli (Arthur’s Theme)” charms as an everyman’s tale dressed up in vibrant, strutting 70s TV show horns. “Got Me Like,” the smart first single, is a jazzy, mesmerizing song about the stresses of striving for something better and not seeing the commensurate rewards for the work put in, and then there’s “Old Sole,” the album highlight, which finds the rappers, Sulu, J-Bomb and Un-G seeing the wordplay in the words ‘soul’ and ‘sole’(as in sneaker), and obsessing over their existence and kicks with equal wonder… El Nova Hustle, more pleasant than satisfying, is most interesting when thought of as P.I.C.’s dash to replace Jurassic 5’s empty spot. If so, then safe travel boys. ”
– Christopher White, okayplayer

“If there was such thing as hip hop back in the 1930s, I imagine that this is what it might sound like – jazzy, full of brass, and with a touch of swing. P.I.C. is a 7-member band out of New York that kind of reminds me of a jazzier version of Ozomatli. If you like hip hop with live instruments, then no doubt you will be diggin’ P.I.C. Surprisingly, they’ve been around for 10 years, and despite notable success in Canada (represent!!!), it seems like they haven’t really been getting the same recognition in the states, which is a shame, because they bring a real fresh sound and energy to hip hop.”
– Bruce Banner, Get Down

“Lately I’ve been seriously diggin’ the cool sounds of El Nova Hustle, the third album from P.I.C. Hailing from the Lower East Side, the band is a unique genre-mashing hip hop jazz ensemble with a really fun, inventive sound. They’ve sort of got this party hip hop vibe, with sometimes silly lyrics (“I’ll fight for your honor like Karate Kid 2” always sticks out for me), while riding a distinct blend of Motown, swing, jazz and soul. It’s good stuff, all around. And I get the feeling that Steven Mallorca and Co. probably put on a great live show. “
– AngryAsianMan

“Continuing to resonate the sounds of Motown and ’60s R&B and soul complete with a badass brass section, tracks like the smooth “Carmel Love” and “Old Sole” kick out the jams righteous a la Tribe Called Quest meeting Herb Alpert, while the ’70s funk groove spurred by “Keep Up” adds West Coast rap grooves to the laundry list of influences this septet employs. Keeping the mood mischievous on cuts like the mambo-inducing “Chimp Attack” and the innocuous “Lactose”, P.I.C. retain their good-time band status by delivering yet another dose of devilishly danceable music whose eccentric musical mash-up and fearless flare for the unorthodox never interferes with the fun bouncing out your speakers.”
– Mike SOS, 316productions

“El Nova Hustle is a prime example of a group with unlimited upside grasping only at a niche market … The band features a tight groove of jazz-hop melding with other genres (particularly Latin-related). The groove is fantastically funky; kind of reminiscent of Digable Planets, but far fresher and diverse.”
– ape:quake

SEXY PICNIC
“Sexy Picnic… is a genre-blurring triumph.”
– sponiczine.com

“Whether they’re rapping over funk, hiphop or mambo , these insane partiers never let up for a second… sounds like Outkast on 45 with a horn section.”
– splendidezine.com

“Infectious and intelligent tracks effortlessly make you smile the way Stevie Wonder, Tribe Called Quest, and most nudie bar slow jams only can.”
– 316productions.com

“Their style recalls the aftermath of a collision between the tour buses of Stevie Wonder, Arrested Development and Sly And The Family Stone…. the scat-rapping is earthy, and the sweaty backing sounds like it was beamed in from planet P-Funk.”
– Logo Magazine

“Silly cleverness combined with actual awesome, innovative bizarre music.”
– Roctober Magazine

“A jazzed-up, funky style of hip hop, which is both energetic and engaging. What’s more, they quote Bernard Shaw to a back-ground of trumpets in “Ghoti”
– You’re So Old Street

“Cross amusing hip hop with Frank Zappa and this is what you get, an old school feel that still carries relevance.”
– impactpress.com

“Rarely do bands and rappers team up for a longer lasting relationship, the Roots being the most relevant exception. New York’s P.I.C might be another contender… Imagine a steaming pot of gumbo blending funk, jazz, rock and ska, meshed with detailed timing and spiced up with a contagious party vibe and you got “Sexy Picnic.”
– rapreviews.com

“These funny music men are down to throw down anything and can pull off almost anything. Some of the lyrics/songs are so bizarre-o that it will make you shake your head, but then it will make you shake your head to the beat”
– www.destroy-all-monsters.com

HIPHOPUNKFUNKMAMBOSKA
“Imagine the best of vintage Stevie Wonder jamming with De La Soul… Chock full of soulful grooves and big beats a plenty, PIC is the kind of band that make you lose control of your body without you even knowing it… so if you dig your funk with tons of soul and solid musicianship, check out PIC for yourself.”
– Under the Volcano

“What a cool album… Incorporates all the most innovative rhythm changes, most phat-blasting horn tracks, turntable spontaneity and you’ve got the most revolutionary funkin’ sound around.”
– www.samscd.com

“It’s impossible to dislike this band… More importantly, it’s hard to listen to their savvy hybrid of various styles and keep your booty in check. The turntablework is sparse but effective, and the horn section kicks ass.”
– www.splendidezine.com

“From the first downbeat it’s apparent that p.i.c. knows what it’s doing. If you wonder how it is that party tunes can also satisfy deeper needs, look no further than this disc.”
– aiding and abetting