Choong Family are a collective of professional artists, each with extraordinary talents and all aiming for one ultimate goal: success. The group consists of Afix (rapper), Scandal (singer/rapper) H.T (singer) and Nutz P (rapper) and collectively the group offers an amazing new sound whilst portraying reality. The resonance this group creates fits into all aspects of the new wave of Hip Hop and R&B. Formed out of friendships through the years the group has evolved into one of the foremost forces in the UK urban scene. This makes the group even more formidable as they really know each other and their respective talents.
The group's vision to take its sound worldwide and to help define UK urban music as a world respected force, in the vein of Loose Ends and Soul II Soul. Choong Family breaks the borders between the various urban genres of hip hop, soul and R&B. The group's staple is the creation of holistic songs that encompass more that sheer lyrics and sounds.
To quote Afix, the group's unofficial spokesperson, "We're bringing our street corners, our life experiences, our social understanding to the forefront. We have a lot of respect for overseas artists, but we have to show ourselves and our experiences. We provide music for all ages: you could be 5 or 95, because everyone lives in a reality. We bring diversity and maturity to our music but we bring it without arrogance. One of our creeds, as quoted by RZA, is 'Positive Energy Activates Constant Elevation'.
We're in it for the long haul. We hope to emphasize the British sound as a synonym of quality worldwide. We want everyone to come through the doors, to help create the basis of a lasting industry for urban genres in the UK as well as convert the negative energy on the street into positive energy. After all, we are here to set an example. But this is positivity based on reality, not that fairy tale stuff".
The Family’s music varies from harsh graphic depictions of the environment they grew up in to light hearted soul sessions, and appeals universally to young and old. Their sound spans from up-tempo Hip Hop and R&B to easy listening feel-good music. Their style of music is a true breath of fresh air.
Individually each member of Choong Family brings a cultivated sound that, when merged together, produces a level of musical finesse that is second to none. Choong Family is a movement that hopes to put the spotlight back on musical creativity.
To quote Afix, the group's unofficial spokesperson, "We're bringing our street corners, our life experiences, our social understanding to the forefront. We have a lot of respect for overseas artists, but we have to show ourselves and our experiences. We provide music for all ages: you could be 5 or 95, because everyone lives in a reality.
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VIDEO
The latest video from Choong Family, Fallback, reached the number one spot on Channel U in June 2005.
The More Murking (reached no. 5 on Channel U chart) and Pain Don't Stop (reached no. 9 on Channel Uchart) videos have received rave reviews and are currently featured on the following DVDs:
