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Tumi’s ‘In Defence of my Art’ Music Video

[youtube]https://www.youtube.com/watch?v=7HcUFTkXeu8[/youtube]

 

The lyrics are strong and so is the video for Tumi‘s track ‘In Defence of my Art’, featuring Reason and Ziyon from Liquideep. Striking imagery in a black and white format carries symbolism and significance. Shaky shots blur to the beat while Tumi, positioned as chief on a throne of guns, defends his legacy. The music video has been well-received online, with musician and blogger, Slikour, naming it the best video he’s seen this year and OkayAfrica calling it “thrillingly frightening”. To Tumi his song “is about defending your right to be who you are in the world”, setting the tone for more thought provoking hip hop to come. ‘In Defence of my Art’  is the second single from his soon to be released album ‘Return of the King’.

 

The edgy scenes were directed by Arcade Content’s Kyle Lewis who’s on a roll at the moment between this, winning a SAMA for the Parlotones ‘Sleepwalker’ earlier this year, and releasing Toya Delazy’s new video last week. The flashing imagery is rich in meaning, from a mouthful of bullets to women on leashes – something Kyle says was “to highlight how women are being treated in hip hop in general, exploited like animals. I wanted it to shock and give the viewer a call to action to change how women are perceived. The whole concept is to stand up and defend yourself from being generalised, from prejudice and exploitation.”

 

In this video, Kyle aimed to direct focus towards South African aesthetics, away from Western ideals and American hip hop culture. International influence can easily overshadow local musicians but Tumi believes it is time to defend South African voices.

 

Credits:

 

Agency: Arcade Content

Director: Kyle Lewis

Production Company: Dirty Soul Productions

Production Designer: Grand McDonald

Styling, makeup and hair: Kaley Meyer

 

See more work by Kyle Lewis on Arcade Content and keep up with @TumiMolekane on Twitter.

 

 



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