Image by Nhlanhla
"I was on the road. Neo nahana hore kao dlala," 25K opens up for DJ Kaymoworld's "The Come Up." The song dropped with a hook and bridge from 25K, and verses from Espiquet and Reason. The music video opens with Kaymoworld and 25K riding in a car together. Eventually, the scene changes to an abandoned building that has been turned into a hotspot, featuring cameos from prominent members of the SA hip-hop scene and the rest of the performing artists on the song.
Espiquet and Reason deliver their verses in different locations of the abandoned building. The music video is shot in a way that brings viewers up close and personal to the artists. From closeups to mid-shots, every frame is intimate. The video editing takes on the style of HOPEMA$TA's beat, in its seemingly intentional lack of steadiness and its dynamism. The music video gives visual representation to the concept of "a bassline hitting the listener in the chest." There were the occasional moments where video edits would distract the avid watcher, however, overall it wasn't to the extent that they would feel the urge to stop watching.
One scene that felt a bit awkward was when some of the performers were arrested. This is only so as even the police seemed to be tickled, instead of law enforcing in the scene. However, this is recovered by the fact that the song made use of other artists who were either on the come up, or (freshly) celebrating the spoils of their come up. For instance, Manu WorldStar, Luna Florentino, and Focalistic are at different phases of their come-up stories. All without a debut album, but experiencing varying levels of notoriety, the three artists exemplify 25K's opening line of "I was on the road. Neo nahana hore kao dlala." Whereas, Stilo Magolide is celebrating the spoils of his come-up after having signed a deal with Sony. On the other side of the spectrum, Gemini Major's cameo appearance almost perfectly describes the end, or climax, of a come-up, being an individual well respected by their industry; similarly to how Gemini is revered in South Africa for his production skills.
In close, the video is a good watch, granted there were moments where one could experience confusion. Nevertheless, the song slaps, and its music video is below for your entertainment!
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