I think I heard a story about this on ATC. If it is the record I am thinking of they were talking about blending rapping with rock music like this was some new ground breaking idea that would turn music on it's head.
Check the promotional videos on Youtube, they are pretty dope.... I think it is refreshing that something different (to the current trends) is being made and that it will get a good push, being backed by Dame Dash can't hurt the promo/marketing side of things. The video with RZA is nice, and the Billy Danze one is great too.