Startup Cult - Allday

The debut album from Adelaide-based rapper Allday (Tom Gaynor), and the second record released on Illy and Unified’s label ONETWO. ‘Startup Cult’ adds something to the Australian hip-hop scene that has taken it that one step further. What could be described as hipster rap or in Allday’s words “Soft Grunge Love Rap”, Startup Cult provides the listener with a scope into the future of Aussie hip-hop, with an artist that adds a kind of new identity to the genre. Think Kriss Kross’ backwards clothing, Alldays choice of clothing is somewhat obscure, but it works, and matches the beats and smooth lyrics he creates. Often his Facebook and Instagram pages will be photos of a guy with long hair and a bucket hat, and most likely clothes that look more than one size too big. It’s awkward, but god-damn it’s ballin’.

The first time many people would have heard from Allday would be his collaboration with Melbourne producer C1, ‘So Good’, which charted at number 91 in Triple J’s Hottest 100 of 2012. This song introduced us to Allday’s honesty as a rapper, and his mad flow. 

The next single to reach the masses was his first single released on ONETWO, ‘Claude Monet’. A contrast to ‘So Good’, this track shows that Allday has a variety of styles and can write a song that has a much more serious meaning. The lyrics talk about Allday’s new life, and to be himself no matter what goes down. By the looks of his social media profiles, he is doing just this. 

In amongst the official singles, Allday has released a bunch of other songs, mostly as free downloads from his website, that show a number of different sides to the versatile rapper. On one hand you’ve got Allday rapping over the top of a Flume remix of Disclosure’s ‘You & Me’ (from the ‘Song’s I Don’t Hate’ EP), and on the other you’ve got his lyrics over the top of Ed Sheeran’s ‘A-Team’ (from the ‘Euphoria’ EP). He has also thrown his top notch rapping over ‘Hyperparadise (Flume Remix)’ by Hermitude, had some help from Illy on his track ‘Eye Drops’, and written some rad songs like ‘Sick Sad World’. This is all before he even released Startup Cult!

Track 1 - “Got It”

At first glance this song sounds like it’s all about how Allday is the shit, and he thinks it as well. After the second or third listen, and reading the lyrics whilst listening, this track is not that at all. It seems like he knew he’d sell well, I mean why wouldn’t he, he kills it on Triple J and he has a fantastic social media presence. This song addresses the people he knows, and them warning him about what is going to happen now that he is getting big. He says back to them that he is aware of what will happen, and that he is prepared for all the success that is to come. Baby, Allday’s got it, he’s got it covered.

Track 2 - “Fuckin”

There has to be more to this track than meets the eye, but I’m not so sure. The beat is something that matches a lot of the other songs on the record. Minimal and meaningful, the beat is catchy, but it’s not exactly one of those songs that you can sing along too. Nevertheless, the lyrics are witty and hard-hitting, typical of Allday.

Track 3 - “Right Now”

The first single from the album, and one of Allday’s best. I’ve heard mixed things from this one, people saying it’s a bit “mainstream” for him, but I think it’s exactly him. Deep and meaningful, this song addresses things that happen in a lot of peoples everyday lives. People do things because its the norm, “Do you even like the bands that you listen to?”, this is something that the followers would be thinking, people like music because they are told to. People say this song is “mainstream” and for some reason this means that it isn’t as good as his others, but it doesn’t matter where you hear it, or on what radio station, its a quality track and thats because it is a quality track, not because it is played on Triple J and is “exclusive”. Through his music Allday is telling his fans to do stuff because you want to, fuck everyone else.

Allday - Right Now (Official Video)

Track 4 - “You Always Know the DJ”

The second single from the album, and another one of those sneaky songs that may have a meaning hidden in there somewhere. On the outside, this song describes the girls out there that make all the excuses they can think of for their partying and reckless lifestyle. But I think deep down this song is trying to discover the way out for these girls, like, when does it stop. When does this lifestyle end for you, and knowing every dude at the club, because you slept with them, going to be a thing of the past. An upbeat song that hides a serious issue within its lyrics.

Allday - You Always Know the DJ (Official Video)

Track 5 - “Wolves” (Feat. Sunni Colòn)

This is one of the songs that will hit you the most, catchy lyrics and a chorus that you can sing along to. The first song on the record where the music really just accentuates the lyrics and adds to the fact that through his new found success he has discovered the ‘Wolves’ in his life that are coming after him, guided by motives other than true feelings.

Track 6 - “Anything But Sober”

A super catchy chorus, and easy to sing along to, because it only has two lines. This song really highlights Alldays lyrical genius, with two lines standing out the most, ‘Now I’m eating that pussy, getting on my Ellen’ and ‘Holy grail in my head, like I’m John Cleese’. Something of a trademark song by Allday, especially on this record, with the slow-ish beat, the memorable chorus, and smart lyrics.

Track 7 - “Another Night At Windy Point”

The song begins with a guy talking and presumably taking a hit from a bong, then, the really haunting music begins. A short sharp track with one verse, talking about a night out with his mates. Not a bad ‘filler’ song.

Track 8 - “Hometown Pride”

This is the first upbeat track on the album, a song about his life growing up in Adelaide and all the stuff that he did there for the first time. This kind of track must be common place on a hip-hop album released under ONETWO as Illy had a very similar song, ‘One For the City’, on his record ‘Cinematic’. Another super infectious chorus and a beat that gets you bouncing up and down before he has even started singing. The track progresses to talking about the pressure he is starting to deal with, and his reactions to it all.
This song contains probably the best line on the album, and shows Allday’s view on his career and that he knows exactly what he is doing, he knows why all the other artists are telling him he is the best, “But I know I am the shit because I work for all I get”.

Track 9 - “Clouds”

Kanye West-esque intro, think ‘Blood on the Leaves’. The track contains a couple of name drops and some more quality lyrics from Allday. Another track about Allday being comfortable where he is, telling everyone to let him do him and to not worry about what is to happen, unless he does fall and he needs those people there for him. It all does sound very similar on this album. But that is just Allday’s sound.

Track 10 - “Taking Hold”

This one isn't about his success, this one is about a girl, possibly one he once had, that has changed since they were together. A lot of heartfelt lyrics alongside a minimal music selection, just a drum and a piano. It works to create a greater meaning in the lyrics Allday is using. When the beat kicks in over the piano it hits you hard as it seems a stark contrast from the rest of the layers on the track. Creepy last 5 seconds, with an outgoing message sound. 

Track 11 - “Milligrams” (Feat. Stax Osset)

Stax Osset is the work of Megan Kent, and electronic producer and vocalist from Melbourne. Megan's voice is fantastic, this track is very much concentrated on her lyrics, with Alldays vocals adding to the backing track. This is a nice song, and it is quite different to the others.

Track 12 - “God Starve The Queen

The music is very similar to the rest of the tracks on the album, although they all have their differences. This one shows Alldays singing voice, as well as his voice when he raps. A self sung chorus, and also his raps through the verses. Unsure of the meaning in this song, but nevertheless another Allday song that works.

Track 13 - “Wasting Time”

I want to know who adds backing vocals in the chorus of this one, because it’s great. This track quite obviously talks about Allday “wasting time”, the first verse is talking to this girl that he hits and quits, they aren’t together. The song continues to talk to this girl, that sounds like is an ‘in-between’ girl, one that he bangs but will never be with, because she is a bitch. More meaningful lyrics from Allday, this album really tells you about him, and his life.

Track 14 - “Cult”

A resonating intro and chorus, one that you will keep singing after hearing the track. The first verse is a bit quicker than the rest of the verses on this album, in terms of lyric delivery. Another track with a great beat and ambient sounds in the background. The music really tries to let you focus on the lyrics that Allday is delivering to the listeners of the album.

Track 15 - “Find Me”

This one is for the haters, “They gonna talk their shit, I’m gonna shrug it off”. Within the lyrics you get the feeling he is saying, ‘listen to the album, listen to the words that I am giving you, and find me, find my story’. This song just finishes off what is an album that is an open book about Allday’s life and shows the confidence he has in his life and his fans. “‘Money over bitches’ is what I’m hearing, money without love is not appealing”.

This is an extremely deep album from such a young rapper, the choices of music really shows that Allday has confidence in the lyrics he is using, so much so that if the music wasn’t there, I truly believe that this album would still be fantastic. His voice, whether singing or rapping, has a musical feel to it, that uses the music just to bring it out more. The first two singles off the album are fantastic and showcase exactly what Allday is about. I was in the crowd at Groovin' The Moo in Bendigo when Allday had a packed tent screaming ‘CRAZY ASS BITCHES’, and this was two months before he’d released an official LP. Australian hip-hop is on fire right now. It’s gone from having an exclusive cult following to being one of the more popular genres going around. Startup Cult really does add fuel to that fire, which is now burning brighter than it ever has.

I give this album 4.5 out of 5

Startup Cult by Allday is Out Now

The Startup Cult Tour begins on Friday October 3 in Brisbane and travels to every major Australian city. Alongside Allday will be Remi, fresh off his album release ‘Raw x Infinity’. Tickets are on sale now.