To quote Afix, the group's unofficial spokesperson, "We're bringing our street corners, our life experiences, our social understanding to the forefront. We have a lot of respect for overseas artists, but we have to show ourselves and our experiences. We provide music for all ages: you could be 5 or 95, because everyone lives in a reality.
We bring diversity and maturity to our music but we bring it without arrogance. One of our creeds, as quoted by RZA, is 'Positive Energy Activates Constant Elevation'.
We're in it for the long haul. We hope to emphasize the British sound as a synonym of quality worldwide. We want everyone to come through the doors, to help create the basis of a lasting industry for urban genres in the UK as well as convert the negative energy on the street into positive energy. After all, we are here to set an example. But this is positivity based on reality, not that fairy tale stuff".
The Family’s music varies from harsh graphic depictions of the environment they grew up in to light hearted soul sessions, and appeals universally to young and old. Their sound spans from up-tempo Hip Hop and R&B to easy listening feel-good music. Their style of music is a true breath of fresh air.
Individually each member of Choong Family brings a cultivated sound that, when merged together, produces a level of musical finesse that is second to none. Choong Family is a movement that hopes to put the spotlight back on musical creativity.
Scandal (singer / rapper)
Nutz P (rapper)
Higher Elevation album consisting of the following tracks.
Pain Don't Stop
If I Die Tonight
One Sided Romance
Monologue For The Thoughts
It's Gotsta Be
10 to 15 minute set consisting of the following tracks.
Pain Don't Stop