You could argue that the coining of words like "blog rap," the salience of YouTube hits and the swapping of demo CDs for iTunes download cards confirms that the mission of the modern artist is not to make an impact, but to make you to click. And while he may not yet consider himself an old timer in OC hip-hop, rapper-turned-vocalist Ariano has surely watched the transition as his style also continues to change with every album and single becoming less about his bars and more about his baritone.
One nagging habit he's continued no matter what is the art of pounding the pavement, ground-level marketing and doing what he can to earn likes across the country the old fashioned way: By earning them face to face. Whether he's touring the country or rocking a seldom local show here and there, the co-founder of Huntington Beach label Technicali Sound is using a bit of old-school grind and new school savvy to earn his fan base. And it's seemed to paid off when you look at his resume, collaborating and recording with the likes of Snoop Dogg, Glasses Malone, Wu-Tang Clan and most recently Shady Records signee Crooked I of hip-hop supergroup Slaughterhouse.More »