Deal or no deal
La Coka's story showcases the great new-media paradox. Had they formed a decade earlier, the group would have likely been quickly scooped by a massive label, and Slaine would be a millionaire (and possibly less depressed). Instead, they were unable to reach amenable terms with any major imprint, and — after numerous lengthy back-and-forth considerations — decided to sign with notable indie Sub Noize. But at the same time, while in label limbo, they managed to exploit the digital landscape. Hardcore-rap fans furiously snatched up LCN merch and downloaded a steady stream of free singles, fueling demand for an album that it seemed might never materialize.
"I'd like to say we're brilliant," says Everlast on the phone from LA, "but this whole thing just kind of took off after we cut 'Fuck Tony Montana.' After that all of our fans merged on it, and that pushed us to keep making music. At first it wasn't about selling a record — it was just fun. Every time we put three songs together we felt bad that people were still hungry, so we released them. That's what took so long."
There's an upside to the lengthy wait; A Brand You Can Trust packs a number of organically hatched guest appearances from cats including Bun B, Immortal Technique, Sick Jacken, and Snoop Dogg — the latter of whom traded his hook on "Bang Bang" for a surprise Everlast performance of "Jump Around" at a Snoop show in Ireland. Everlast says a rushed schedule might have compromised the genuine synergy that ultimately characterized the disc's collaborative bangers. According to Bill — who I sat with in New York this past September (see "Part-Time Villain," September 5, 2008) — while LCN has yet to yield duffle-bag digits, A Brand You Can Trust would not have been the deep and complete effort that it is if the players hadn't spent so much time since 2006 breaking bread on tour and during marathon studio sessions.
As for Slaine, though the 31-year-old MC might be anxious and disgruntled, a positive but small slice of him acknowledges that shit happens for a reason. "I might be suicidal sometimes, but I guess if I made a million dollars when I was 25 I would have killed myself a long time ago."
LA COKA NOSTRA at ROCK THE BELLS | Comcast Center, 885 South Main St, Mansfield | July 18 | $45 - $125 |www.guerillaunion.com/rockthebells
