When some rappers are gearing up for the release of their next project, they tend to release videos to the web that are both traditional music videos and ones that feature them in the studio, hanging out, or performing live. To Roots Manuva, that’s foolishness. He’s decided to just mix all that together into the visuals for his latest single, “Get the Get,” off his upcoming new album, 4everolution. So what that means is that you get footage of the British rapper-singer on the street shooting the shit about Canadian park rangers before it segues into a black-and-white performance-centric music video. The transition is pulled off seamlessly and makes for a “viral” video worth watching for more than a minute or two.
4everolution drops Oct. 10.