The ground is moving where emerging all round production talent cum singer/songwriter Shift K3Y is concerned.
We’ve been tracking the up-and-coming artiste’s efforts thus far, and he’s proving to be just as juicy front of house in his efforts in equal comparison to what rises off of the inner workings which shine out from behind the decks.
Action now centres towards the realising of his debut album. Whilst, in assisting lead-up to this, Shift K3Y puts focus on his work and offers insight on the sound diversity that might further be revealed on the debut album by first delivering mini project “Off The Record”.
Acting as a more formal glimpse into the work strengths of assorted sound packages contained therein, Shift K3Y has been showcasing these tracks on a fortnightly basis, and to date has disclosed urban jam “2 Doors” and the EDM-centric cut “Crying In My Sleep”.
In coming to the working collaboration with James Fauntleroy, the Grammy award winning producer and songwriter to the cream of mainstream pops A List, Shift K3Y exercises a strongly acted upon transition into the pop arena via their track together “Still Love You”.
So this might be considered as the biggest departure from what has been more regularly perceived to be Shift K3Y’s roots in sound. Staunch Shift K3Y followers might not be so welcoming of the change of direction here, but in bringing the Shift K3Y name to a wider audience “Still Love You” offers an undeniably pop-centric hook-laden appeal and plays right Into the trend path of dancefloor to mainstream cross-over presence.
If I caught this playing on the radio, I would definitely be turning it up some as these vocals are just the swooniest in soulful measure that I’ve heard Shift K3Y come through with since he grabbed our initial attention on previous release “I Know”.
Being strong in both fields, I’m at odds as to where my true allegiance now lies, Shift K3Y the producer or Shift K3Y the vocalist. On “Still Love You” it was definitely moreover the vocal that pulled me onside.