Emerging rapper Joey Aich first shared his experimental hip-hop single, "Paint (P.4.L.)," earlier in the year and now he returns with the official video clip. The Unknownphrazes produced record has a 2 step/garage bounce that Aich uses as the bedrock for his uplifting lyrics. Aich sure understood the assignment and delivers a laidback melody-driven performance over the warm soundscape with an effortless demeanor. The track also gets a bit personal with Aich sharing some of his experiences as a young man finding his center in this game called life.
The video directed by Jeffery Grant Jr. taps into the eclectic aesthetics of the song and blends performance shots with watercolor animation effects. I dig how they seamlessly transition from live-action to animation and the result is a part psychedelic and part uplifting clip that affords the rapper an unlimited range of expressions.
Get "Paint (P.4.L.)" on Spotify, SoundCloud, Apple Music, Deezer, Audiomack.
Connect with Joey Aich: Soundcloud | Website | Twitter | Instagram