Los Angeles crew Innovator Co. is one of the more unusual new rap collectives to pop up in 2014, channelling elements of California classics like The Pharcyde while experimenting with eclectic sounds and adhering to an almost start-up like mentality when it comes to creation (they do almost everything in-house: music, video, photography, web design).
Minimalist new single “Innoclick” is the group’s strongest release yet, feeling like a mission statement in sound and form, if not necessarily content. Building on a visceral, clacking beat and hypnotic guitar figure, the Innovator Co. emcees weave their lithe flows through entertaining stream of consciousness rhymes. “Innoclick” points to the crew’s potential in motion, exciting sonic exploration setting a promising foundation for whatever’s next.
