Music
(Music) @l3x Oliv3r – “Ch1ps”
@l3x Oliv3r is no stranger to darkness. Growing up in the crime-ridden town of Macon, Georgia, about an hour outside of Atlanta, the most he saw anyone achieve was a life sentence in a dead-end job. That was never enough for @l3x, he was always dreaming of the world beyond.
One day in his youth, @l3x discovered the video for ‘My Band’ by D12. He was mesmerized by their hilarious antics, the bravado of the music, and of course, the girls. The possibility of creating a living by having fun, doing crazy things, and making music set him on fire. Artists seemed to have the ultimate freedom, and he knew he could have it too. He began breathing to the rhythm of Eminem, absorbing the genius production of Kanye West, and embodying the day-to-day sentiments of trials and tribulations from his favorite rock bands. He found constant inspiration in the rapper DZK, whose prolific underground catalog got millions of listens. DZK’s genre-bending aesthetic and devotion to the darker side of life mirrored @l3x’s and showed him how to carve his path.
@l3x moved to Atlanta for college right after high school and started hustling by playing dozens and dozens of shows and handing out his music to anyone that would listen. He networked tirelessly, joined student organizations, and even became a member of several music-oriented university organizations. He poured the contents of his soul into his music and built up a following. When the university’s event board was looking for opening acts for Rick Ross, @l3x mentioned his music and everyone immediately chose him for an opening slot. But Rick Ross suffered a stroke before the show and canceled. Shortly afterward, @l3x got the opportunity to open up for Big Boi during a festival and that show was rained out.
@l3x had been excited to play with these two icons and the disappointment shook him to his core. He felt like the universe itself was against him. Haters called his music evil, vile, and demonic. Other Atlanta rappers that he admired quit the game and his courses needed more attention. He couldn’t break through, so he decided to take a break.
After graduation, @l3x threw himself into a career in finance. He began working an intense schedule that started at 9 am and ended somewhere between 2 and 5 am. This grueling schedule continued for two and a half years until @l3x began missing how connected and free he felt when he was making music. He took an easier job and got to work on Faust I, a tape he’s wrapping and plans to release in the coming months.
Whatever your mood is, @l3x will amplify it and be with you through it all. He combines the complex lyrical maneuvers of Tech N9ne with an intoxicating flow that’s reminiscent of Migos. The production style is dark, diverse, and futuristic and reminds one of the stylings of Kid Cudi or Travis Scott, but @l3x tackles subjects that aren’t typically explored in rap. Sure, he drinks too much, engages with too many promiscuous women, and smokes more hookah than any mortal should, but in the next breath, he’s quoting H.H. Holmes and digging into ideas of depression, insecurity, self-loathing, and abandonment. @l3x is unabashedly pessimistic. He weaves a loner’s narrative through enchanting choruses, a multi-syllabic rhyming style, and witty punchlines. His music is hot, smoky, and reckless. @l3x turns off the lights and invites you to sit in the dark with him and makes you want to.
Welcome to the next enigma of Hip-Hop music. Get ready to go so deep into hell that you’ll forget to care about heaven, and to get so high that you’ll forget hell ever existed. His music is hot, smoky, and reckless. It’s a quick overindulgence with someone you can’t keep your eyes off of. His rhymes are written on the small of your back, and they leave scars. It’s not for the timid, but for those that have smelled the devil’s breath and lived to tell the tale, it’s nothing short of magic. Be sure to connect with Alex Oliver on his website, social media, and digital music platforms.
The Archer’s latest track “Run” is out now on the new sublabel There Is A Light Nova. This Dance – Electro Pop tune is filled with catchy beats and vibrant melodies. The release also features remixes from The Reactivitz and Burko. There Is A Light Nova is set to bring more fresh and diverse sounds to the scene. Stay tuned for more exciting releases from this promising new label.
It has made top 5 on the Electronic Music charts on ITunes all week.
Artist bio:
Since his 2021 debut with his breakout EP Lonely Dream, producer, DJ, and label-owner The Archer has made a lasting impact on LA’s techno and club scene. Blurring the lines between deep house, tribal and techno, The Archer is a dancefloor maestro with a penchant for honoring the sounds of the past while trailblazing a path for the future of electronic music. In just over a year, The Archer has amassed over 158,000 monthly listeners on Spotify alone – a testament to his studio recording finesse.
A digital soundbender and A&R aficionado to boot, The Archer’s label, There Is A Light Records, is dedicated to providing premier house and techno cuts to the global dance music circuit. The label is expanding with the addition of sublabels Nova and Explorations, which diversify its genre offerings.
Beyond his own label, The Archer is also a co-owner of Octopus Recordings, further cementing his influence in the techno world.
With a combination of relentless energy, innovative sounds, and a deep respect for musical heritage, The Archer continues to shape the future of electronic music while captivating audiences around the world.
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