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Monday, Nov 24 2014 | 13:42 Buy this now at GoodToGo (B2B)

NefewInnovating and thought provoking are just two in a long list of traits that Nefew (New Education from Every Word) possess. If you carry on down that list of adjectives you will find educated, experienced, understanding, inventive, proactive, dedicated and inspired, you get the picture? Stamped with an American/Swiss postmark these two exchange students are modern day majors of Hip-Hop Culture. Infused with a mélange of various musical sounds and inspired by rock, soul and pop, Polemikk and PA-Double are easily recognized as the next generation of hip-hop artists to watch out for in 2013.

Their eclectic fusion of catchy hooks, exceptional wordplay combined with a meticulous narrative has allowed the duo to enhance their position in Hip-Hop by performing at a variety of international festivals and opening for Hip-Hop icons such as Nas, De La Soul, Talib Kweli and Dead Prez.

Not adhering to the blueprint followed by many of their peers, Nefew were determined to encourage their own definitive sound at the earliest stage of recording. “If you were to ask Curtis Mayfield, Alicia Keys, Bill Conti and Ennio Morricone to produce a Hip-Hop record, they would probably come up with that typical Nefew sound,” explains Polemikk.

“It is definitely music that delivers a lot of emotion and depth,” he concludes, something that is easily apparent upon listening to tracks like Biko from their recent Homesick EP which sees them call up recording artist Consequence and Lenny Harold. “We hope people get inspiration from our music and maybe take new ideas on every day life and how they can improve it.”

It is hardly surprising that this unique approach concocted with an abundance of positivity and professionalism caught the eye of sports apparel giant Puma.

Anointed Opinion Leaders for Urban Lifestyle by Puma International, Nefew are the first Hip-Hop act to be endorsed by the company, which sees them take a pivotal role in Puma’s re-launch back into the Urban Lifestyle field. This flourishing relationship has seen Puma back projects from the duo, including their recently released Homesick EP and their mixtape in conjunction with the premier Hip-Hop blog Their current project, the DJ Green Lantern hosted Man VS Many, also came with the Puma stamp of approval.

“Delivery, punch and dynamics are always on the top of our lyrical menu,” the duo state and with their music gracing some of the Hip-Hop world’s most poignant sites and storming up the US College Radio Charts with Biko it looks like Puma are not the only folks who recognize the potential that these guys exude.

With a bevy of material to their credit, the support of a global fan base and media paying close attention to the moves they make, it is inevitable that this multi-faceted combo are poised for immeasurable success.

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