Posted on 06/24/2008
The mission: Describe pure sound with words. Not sound complemented by vocals, where there’s a flow and language, punch lines and imagery to discuss – it’s just sound. Communicate an auditory impression; find the words to explain the inexplicable or dissect the abstract. And please, no clichés.

DJ A-Trak makes the mission almost impossible. His latest project, Running Man: Nike + Original Run, is the 4threlase in a series sponsored by the transnational corporation activists love to hate. Designed with athletes in mind, the 40-odd minute mix is pretty specific. Depending on where you’re standing, it’s either high energy dance music for club kids, up-tempo tracks to motivate runners or audio epileptic aggravation.

While there are a few guest vocals, Running Man, is primarily instrumental – leaning more towards the pulse of electronica than the soul of hip hop. It mellows out about 16 minutes in, quickly picks up again after the short hiatus, and then eventually cools down towards the end.

The Montreal native releases pure energy through his cohesive and sophisticated production. With a rep that precedes him, the former DMC world champion proves that corporate collaborations don’t always mess with your credibility.

- Alison Isaac