YOUNG SID

The last three years have been a blur for Young Sid. The respected South Auckland M.C. hasn’t stopped working since the 2007 release of his acclaimed debut, The Truth. Now, after scaling new heights as part of chart-topping crew Smashproof, Sid is back with his second solo album, What Doesn't Kill Me – a release which will solidify his status as the voice of his generation.

Sid’s whirlwind journey began in 2006, when he travelled to New York City to record The Truth – an honest, hard-hitting album that earned him a reputation as one of New Zealand’s best M.C.s. The Truth was a hit with fans and critics alike, winning ‘Maori Urban Album of the Year’ at the Maori Music Awards and being nominated as ‘Hip Hop Album of the Year’ at the New Zealand Music Awards in 2008 and 2010.

‘What Doesn't Kill Me’ sees Sid raise the high standards he set with ‘The Truth’, while continuing to call it like he sees it. “The subjects on What Doesn’t Kill Me are heavy,” says Sid. “Police profiling, media scrutiny, death, youth, the ups and downs, living life. I feel that on this album I had to deliver reality through the eyes of people I've either met or know, and to tell their story.”

What Doesn't Kill Me features beats from NYC-based producer Emile (Ice Cube, Ghostface, Kid Cudi), German heavy hitter Shuko, and up and coming Australian duo Twice As Nice. Guest vocal spots come from Sid’s Smashproof partners Tyree & Deach. As well as ‘Australian Idol’ Stan Walker, Melanie Fiona, and fellow label mate Kayo.

Make no mistake, though; Young Sid is undoubtedly the star of the show. Tracks like the Emile-produced ‘The Heist’ and the Twice As Nice-produced ‘Made’ are perfect examples of Sid doing what he does best – painting a vivid picture of life as he sees it, and offering the sort of social commentary that sets him apart from the pack.

"What Doesn’t Kill Me is like a movie," Sid continues. “It touches every emotion you can think of; there’s a lot of action and drama. Plus it's an album with substance and meaning, and it’s jam-packed with messages. I wanted to make an album that is thought provoking – and I know that with this album, I've achieved it.”

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