Check out this great video from Ty, a veteran rapper from the U.K. hip-hop scene who has been making inspiring, thought-provoking hip-hop for over a decade. If you're not familiar check out his stellar albums like his 2001 debut LP Awkward and my personal favorite Upwards.
In the "Like You Never" clip, directed by Adam Rogers and co-drirected by Bunny Bread, Ty raps about the uncreative direction of today's rap music. "And now the new school is no school / Because everybody and their mama knows pro tools / Writing raps and recording bad vocals / Being a star is more than being anti-social / I'm more than boastful," he spits.
The London-based rapper is seen walking through a blight environment of abandon buildings and a graffiti-covered playground as to represent the emptiness of the music. At the end of the video, Ty is walking in paradise -- the island Aruba, to be exact -- as he takes a dip in the ocean to purify himself of bad rap music.
The video might be overly symbolic with its message about the problems with today's rap music, but Ty makes some great points in his lyrics. In one line, he raps, "I grew up in a brown-black facade / So I'm not trying to act like I'm that large / But I'm trying to rap like I'm that guard / When it comes to culture, I pulling rap's card like a placard."
The real standout here is the song's productions -- a fantastic pounding beat, turntable scratching and a wonderfully-placed soul sample makes this an instant head-nodding track.
The song will appear on Ty's upcoming EP A Kick Snare & An Idea, which is due out digitally in April on Tru Thoughts.