“Juice Aleem got his start as one-half of hip-hop experimentalists New Flesh (with Toastie Taylor). With such pedigree and his defiant staccato delivery somewhere between Pharoahe Monch and Dizzee Rascal, and a lyrical style which excels both inside and roundabout the beat, it was little surprise that his solo debut, 2009’s JERUSALAAM COME, would ravenously gather up critical praise. Mixing biblical verse with secular bombast, Juice’s flows are persistent–equal parts reggae toaster, raconteur, and huckster.” – CD Universe
After putting years of energy into the Birmingham Hip Hop scene, Juice’s “Ghetto Grammer” Freestyle rap sessions started featuring such other future stars as Ty, Skinnyman and MPHO. In 1996 Will Ashon starts up his new Ninja Tune backed label Big Dada and plans a roster of performers. Bandit of Birmingham’s MSI/Asylum crew informs Will of Juice as he is contemplating who can truly represent the ethos of the new label. Ashon is impressed with the music and agrees to have Aleem on board. The results of this is the first release of the now iconic record label.
In 1997 Juice features on Big Dada record label’s first ever release, “Misanthropic”, under the pseudonym “Alpha Prhyme”, a collaboration between himself and Luke Vibert.
As a regular compere and host for Ninjatune and their events Aleem ended up working with the true veterans of the label, Coldcut and touring with them around Russia, China, New Zealand, Luxembourg, Korea, Japan, Thailand and Ukraine.