Detroit’s hip hop street-giant Boldy James has unveiled a new visual piece complementing “What’s the Word,” a track from his Alchemist-produced My 1st Chemistry Set album released in October.
“What’s the Word,” directed by Detroit’s own Gerard Victor (Dusty McFly, Royce da 5’9″, Elzhi, Black Milk, Ro Spit, Fabolous…) is a sleek and minimalist reflection of James’ music. The laid-back quality of James’ delivery and The Alchemist’s soulful production has been paired with a confessional-style performance from James, with contrasting colors and plumes of smoke.
James questions the loyalty and strength of his outside romantic interest, discusses humble realities and boasts of street life-oriented victories during the four-minute short film. Talking through a jailhouse phone and drinking champagne on a therapist’s couch: the duality of James’ existence is clearly explained in this well-executed hometown narrative.
Boldy James is scheduled to appear at Austin’s 2014 SXSW alongside Nas, A$AP Mob, Flying Lotus, B.O.B. and others on Friday, March 14, as part of the Mass Appeal & Grooveshark Takeover.
Watch “What’s the Word below: