Less of an album, but more of an urban platform to make the featured artists heard.

The idea behind the Casual label is to promote future performers in the grass roots end of hip-hop and traditional/modern R&B.

Their newest project pioneers high quality producing with the launch of underground artists into the mainstream including such artists as Darwood (former member of poetry group 3+1), Sophie Johnston Hill, Miss Camille and Artcha (one of the original members of the One Crew). Naturally splitting the costs between the artists to elevate and not exploit the music on the label.

Each artist brings their own ideas and sounds to the table under the experienced eye of the label. Some hit, some miss, Miss Camille’s RnB flavoured track Somewhere 2 Go softly introduces the Belgian vocalist with a familiar Joss Stone tinted view of the world, letting her voice prove her talent rather than swamping and encircling her with too much clutter.

Wait a Minute brings Artcha’s atypical west-coast edge mixed with cutting edge British production with succinct lyrics that references flicks and even throwing in a MySpace riff, without sounding less street. Sophie Johnston Hill brings the almost parodist view of Lily Allen with a distinct R&B number with a sense of humour that reflects easily in the lyrics and her vocals, that seems to make her know from where she’s coming.

Maybe not an album that everyone will buy, or even like. If you listen through you will realise that it’s not just a self-important attention seeking podium for talentless hacks but a well thought out, diverse commentary on the new music that makes the Casual label the right place to be to find some of the best upcoming artists.