Icecold

CHECK OUT ICECOLDS EXCLUSIVE INTERVIEW FOR MUSIC ON AIR MAGAZINE



Icecold - Yeah



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A brief history of Icecold:



Icecold are an exciting five man group hailing from London. Their unique take on RnB music has earned them adoring fans, female admirers and attention from industry figures alike. Comprised of two singers, two rappers and a producer, there is a clear versatility in the group’s music as noted by online review site best of London Rnb.com ‘the group definitely has a unique selling point’? Their sound is mixture of contemporary Rnb/Hip hop tinged with vocal influences ranging from Jodeci, R.Kelly and Donnell Jones to legendary rappers such as Twista, Jay-Z and Big Pun.



With the imminent release of Icecold’s debut single ‘Yeah’ approaching the promotional activity has been frantic as group member Snipes explains: ‘it’s really all about getting your face/voice in as many places as possible so people can decide if they are into you’. This certainly seems to be the case with the promo video receiving 30,000 views in its first month alone as well and an array of magazine interviews/ photo shoots and live performances in the pipeline. It would be easy to get the impression that group have simply fallen upon their impending success, however, upon hearing how they got o this point you begin to realize that nothing could be further from the truth.



Icecold’s current line up is made comprised of two sets brothers (producer/Songwriter Playa and rapper Snipes as well as

singer/songwriter/producer J-Ice and rapper Mystic) and close friend singer Ridzy. This is a marked change from the previous group line-up which consisted of three producers’ one lead singer and three rappers. ‘Although the music we made was heavy we felt like there was no real balance, it felt more like a crew than a group’ comments Mystic. This would certainly have been in keeping with the time as in early 2000 the underground and charts were dominated by UK Garage and the crew ethos was what seemed to sell. This was at odds to what the image the group wanted to portray and the music they wanted to make which is what group member Playa suggests was to blame for the modest success of their first release on independent label East Is East Records, ‘the label wanted us to make tunes that sounded like other artists on their roster like Nasty Crew and East Connection. The problem was we are an Rnb group first and foremost and it seemed as if they were trying to change us which I found odd considering they signed us because our sound was different to what they had’.



Following the groups foray into the early days of what would become Grime music they attempted to approach Major labels with their material but were constantly overlooked in favor of the uber-street credible artists often in the mould of So Solid. Finally they were approached at a show by a producer at a show who was running an independent label and music management company. It was at this label that the guys really honed the Skill of studio production/ recording and songwriting. During this time however frustration over a lack of release and in-fighting caused divisions with the group. Lead singer Digga and producers Ay-ze/ D-el left the group. ‘We really had to look at ourselves and decide if we really felt we were good enough to re-write and produce a whole set of new tracks’ comments Snipes. What followed was a frustrating six months as the remaining members searched for a new lead singer to complete who would fit into the groups’ style. Mystic was aware his younger brother J-Ice had vocal talent and he was drafted in to perform on a few songs. The group could see his potential and snapped him up. Singer Ridzy then came into the group via a chance meeting between Playa and an old friend of his whom he asked to come to the studio. ‘He was on his way to the studio and said he had a guy who could sing, I just didn’t realize how well’!! With the groups line up complete they set about finding what would be the sound you hear today.



Ice Cold



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Check out this video: a few of the icecold guys in miami



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Gimme Dat



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Footage from Icecold's Video shoot for the single 'YEAH'



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