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Significant date chosen for local EP release
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Noise made for release on memorable date Last week saw the hotly anticipated release from hip-hop performer Anthony ‘Sniper’ Melas, which was marked with a series of global events. Judging by this highly-produced effort, Sniper may have a hit on his hands says PETROS IACOVIDES
Few doubt that that Ayia Napa based Sniper is currently at his most creatively inspired, with the video for his new single becoming something of a web sensation, securing more than 110,000 hits on YouTube in just a week.
The EP titled ‘11’ and accompanying video, which has the production values of a Hollywood blockbuster, is the most polished, confident and arguably most ambitious work the performer has produced to date.
Sniper marked the release of ‘11’ with the title track ‘Noise’ being simulcast online, on radio and on television stations worldwide at 11am on 11.11.11.
“We released it on the 11th, because 11 is a symbolic number, it’s powerful and that specific date is meant to be lucky, it is said to be the day that ends fear, either way it’s a powerful number and a very unique date,” Sniper says.
“The concept of the date and the power behind ‘11’ also inspired me to launch my full-on career – I’m talking drum kit, guitar – the whole bang. It has been a great run for me on the hip-hop underground, but with this project I’m stepping into the mould of a unique artist using all kinds of influences.”
‘Noise’ is a blend of hip-hop, dub-step and rock, it’s a sound that is hard to pin down but is extremely catchy – it has also proved to be a TV hit and is currently running on heavy rotation on MTV – NRG Cyprus.
According to Sniper, the concept of the EP combines music, film and technology and has been inspired by the power and symbolic meanings of the number eleven. The other tracks on the EP, called ‘Distorted’ and ‘System’ are creative and compelling too.
“Personally ‘Distorted’ is my favourite. It took me where I had never been before as an artist, it was Sniper’s alter-ego on that song. What I like about it is that although I distorted the vocals and tried to make it hard for the listener to make out what I’m saying, the feeling really comes through.
“The EP took a couple of weeks to record, to get the band in, the session players and the whole team,” he added.
The success of the project has prompted invitations for him to appear on radio and TV programmes across Europe.
During his career he has been part of the chart-topping So Solid Crew and performed and collaborated with acts including 50 Cent, Memphis Bleek, Akon, Julian Marley, Illestr8, Juelz Santana, N.O.R.E, Sway, Mutya Buena, Curtis Young and Rick Ross
His latest release comes after the success of his highly acclaimed mix-tapes “The Scope’s on You Volume 1 and Volume 2’.
Few local performers have followed the YouTube route to success, preferring to bare their souls in clubs; however Sniper says in addition to live performing and traditional television, the internet is an important part of his branding.
“If you want to take full control of what you are doing then the internet is great, I have the coolest online supporters. The main point is to use the internet and technology, but at the same time you still need to work hard – there is nothing more traditional than hard work.”
It comes as no surprise that the EP is also available digitally worldwide in addition to the traditional CD format. According to industry statistics, digital albums now represent more than a quarter of total album sales, up from 17.5 per cent last year.
Critics agree that the latest work from Sniper is more like a collection of three musical rockets, made to be blasted into the world to detonate his unique brand in places on which it hasn’t yet impacted.
“Step one is the music, the music will travel for us for now. When that music creates an impact, it’s a good impact which allows people of all kinds of taste to discover you. The one thing about music that when it does impact and hit you it never hurts – it feels good.”
In addition to performing, Sniper is the CEO of the Cyprus based 3FIFTY7 group of companies, which specialises in music publishing, recording, live events and merchandising.
