In 2003 The Black Eyed Peas asked people ‘Where’s The Love?’ in a highly accessible tune posing a rallying call that in actuality no sane person would disagree with and every parent could easily approve. If every Yin must have it’s Yang than the Yin to the BEP’s Yang has arrived in the form of La Coka Nostra.

The supergroup consisiting of Everlast, Ill Bill, Slaine, Danny Boy and DJ Lethal (with guest-stars Cypress Hill, Psycho Realm’s Sick Jacken, Bun B, Immortal Technique, Q-Unique and Snoop Dogg) comes out swinging on the opening track ‘Bloody Sunday’ with a ‘FUCK LOVE’ chant menacing enough to help any pubescent kid scare his parents. Don’t try and find any nuance or debate on this album, this is the soundtrack to a pistol-whipping! That doesn’t mean these guys don’t have anything to say, the dark side and bankruptcy of the American dream is a recurring theme throughout the album, just not in the average political Hip-Hop fashion. On ‘I’m An American’ they lay out various personal faults without excuse. The explanation? “I’m an Americam! I need a blowjob and a pizza!” It’s an unorthodox approach that get’s the point across a lot better than preaching about it.

Four tracks in on the album something unexpected happens though; Everlast opens ‘The Stain’, a bluesy song warning their daughter’s of the dangers of Hollywood, urging them to stay true to themselves and not let their soul get stolen. Huh? It’s a smart move because the gun-toting and coke dealing has the possibility to become stale as a topic quick. Having such a distinctly different cut early on in the album changes expectations and creates a far less predictable listening experience. Everlast already proved on his first two solo-albums he can pull this kind of thing off, but some of the gruff voices surrounding him sound more comfortable on the agressive tracks.

Guest artists on this album sound so at home that they could be easily be group members themselves. Bun B never stops to drop show-stealing features but B-Real and Sick Jacken are almost as much a part of this group as the core-members while Snoop Dogg drops by for a chorus that could’ve been on ‘Doggysstyle’. But not every song hits the bullseye. On ‘Cousin Of Death’ and the aforementioned ‘, they veer dangerously close to ‘Limp Bizkit’ territory with only Everlasts voice keeping them on the right side of the equation, luckily those moments are sparse. If you can enjoy some hardcore, politically incorrect, rough & rugged tracks you won’t be dissappointed with ‘A Brand You Can Trust’. I’m not just saying that because they threaten to “Smile in ya face and put my gun in your mouth”!