With five emcees of distinct voice and style, Hazleton hip-hop troupe, Animal Planit, has a lot to offer, but the group’s most recent offering comes from its featured artist, Lambo Lo.
Lo, nee Michael Loftus, releases “The Art of Lyricism: Vol. III” on Nov. 25 through various outlets, which fans can stay aware of by visiting the band’s Facebook page at tinyurl.com/jfn9mbo. Lo said it is the result of the most dedication he’s ever put toward a record.
“The third (volume) is a mixture of the most lyrical content I’ve ever written, the hardest I’ve ever worked and the catchy, modern-day type of hook you’d get on a more commercial record,” Lo said.
The 19 song LP is chiefly written by Lo but features guest collaboration by each of the other Animal Planit emcees: Shawn Jackson aka King Kong Kancun, Rich Medina aka Rik Sparkz, Scott Silverstein aka Nekst and Jay Nolan aka Kulprit.
Kancun said Lo’s growth in the seven years they’ve worked together has been incredible.
“I believe he’s going to be the biggest artist in the world,” Kancun said. “What I love about this kid is he doesn’t try to act black. I feel like there has never been a white rapper who made it cool to just be white. The hip-hop culture, as far as I’m concerned hasn’t had that yet. Our foundation is built around him.”
Lo said the content on his most recent album draws from his personal life.
“A lot of content on there is a mirror of my day to day, constant struggle, working hard and feeling like I’m not getting due justice and being criticized for being real,” Lo said. “A lot of people don’t want to hear real anymore; they want to hear what sounds good.”
Lo said he began working on the record following a rough point in his life, and putting his troubles into words motivated him to keep working hard on the project.
The Hazleton rappers maintain a strong focus on authenticity in their lyricism, Kancun said.
“I can’t stand when people can’t be themselves,” Kancun said. “I scratch my head when you’re rapping about a Benz and I’ve seen you at the bus stop. That’s why there’s none of that in our music, because we don’t have the Benz. I would love one. We’d love matching ones, but we don’t have them.”
Kancun, whose album “Rap Bus” is slated to follow Lo’s release, said the group provides a talent rich environment that pushes each member to work hard and strive for greatness while maintaining a sense of humility.
“We all believe that the brand is extremely larger than each of us as a solo member,” Lo said. “What we all bring together is what makes the music and the group what it is.”
Group promoter Zack Novak said each member of Animal Planit brings a unique piece of the puzzle to the group that makes for an impressive whole.
“The sky’s the limit,” Novak said of the group. “It’s easy to promote something you wholeheartedly believe in.”
Reach Matt Mattei at 570-991-6651 or Twitter @TLArts