Artists to Watch in 2017: Lossless
LOSSLESS’ self-titled debut album is the strange fruit of friends HTML FLOWERS (Grant Groneweld) and OSCAR KEY SUNG. The project was initially called Brother’s Hand Mirror however, when it took on a new shape, it was renamed. HTML Flowers and Oscar Key Sung now both share production and rapping duties in a more entwined capacity, being able to rely on one another to perfect their craft.
Releasing their debut album on November 3rd, Lossless scraped in on the end of the year – releasing single, ‘Full Raichu’, to great acclaim. The track is tongue-in-cheek and energetic; it’s full of Pokemon references and slick production. The hook “I’m about to go full raichu” is delivered with conviction and an energy that is exactly what makes Lossless so appealing. It’s culturally relevant, it’s fun and it’s got attitude.
The album is diverse, with introspection smattered throughout. ‘Rain Lung’ and ‘Multiplies’ drop bravado, both in verses and production and Lossless treat us to a more nuanced experience. In ‘Rain Lung’, HTML Flowers talks about his step dad, his prospective life expectancy (35) and “That saying – don’t let me die while I’m alive.” It’s an interesting bout of intimacy that makes clear that Lossless want to be an alternate rap duo with substance. They’ve got the means to make tracks that go off, but that’s not all they are interested in. Lossless have a narrative that they want you to learn about, to follow and it’s entirely their own.
Lossless also released a simple music video for ‘Teeth Real Yellow’. HTML Flowers is standing in front of an overexposed white background, he wipes his teeth and the camera zooms out, he begins to rap directly at you without pretence. There is definitely style but it lacks pageantry; it is HTML Flowers being purely honest. The track fades out with the line “There’s gotta be a whole lot wrong with you, for you to love me like you say that you do.” It strikes a chord of vulnerability that should always be supported and admired, especially coming from a rap duo.
Lossless are going to have a huge 2017, simply in taking their debut album across the country. They are definitely one to watch in 2017 when they get the attention that they deserve.
Words by Lloyd Crackett