KARACHI:
Rapper Hanumankind, born Sooraj Cherukat, has unveiled his newest single Run It Up, marking his return after the success of Massive Dawgs in 2024. Launched on Friday, Run It Up sees Hanumankind collaborating as soon as once more with producer Kalmi and director Bijoy Shetty, the artistic crew behind his earlier hit.
It’s tough to sit down nonetheless when you hit play on Run It Up. The monitor is a vibrant fusion of rap and hip-hop with conventional Indian cultural components, notably from the rapper’s native Kerala, including an unmistakably distinct Indian flavour to the composition. Specifically, the tune’s manufacturing incorporates the boring but sonorous rhythmic beats of the chenda, a conventional cylindrical percussion instrument, including a good background beat to Hanumankind’s impeccable circulate.
On the lyrical finish, Hanumankind delivers rapid-fire verses that invoke the ambition, resilience, and cultural satisfaction that Kerala is residence to. The singer packs a strong punch with simply the primary verse, “We coping with belongings you ain’t seen earlier than / We feeling the burden of our ancestors.”
He goes on to stress the robust lives dealt to his folks and the wonder they’ve churned from them, “We went from nothing to one thing / Obtained all of them leaping / To shit that we constructed from the air.” Because the verses comply with each other at a gradual however speedy tempo, the refrain turns down the noise, besides the background percussions, and the singer appears to be like into the digicam and chants, “Run it up, the solar is up / To when it is down, get ya cash up / I put cash down on all of us / On my folks now, on what I like”.
In any other case stage, the rhythm opens a clearing at concerning the mid-mark of the tune as Hanumankind takes a couple of breaths, including a posh earthiness and humanity to the music. In a couple of seconds, the beat picks up once more because the artist sings, “We go from offended and mad to offended and glad to discover a answer for us / We go from sorry and unhappy and to able to seize our weapons and get to the entrance.” This breather marks, maybe, my favorite part of the tune because it juxtaposes superbly with an onslaught of verses after it, foregrounding the tune’s drum beats and temple-like ringing bells, which solely finish abruptly with the tune.
The accompanying music video is a visible celebration of Southern India’s wealthy cultural heritage. Directed by Shetty, the rust-hued video is an ensemble of quite a lot of conventional Indian artwork varieties and martial arts. Notably, it options Kalaripayattu, one of many oldest martial arts originating from Kerala, identified for its strikes, kicks, grappling, and weaponry methods marrying superbly with the unimaginable power of the tune. Coupled with the frenzy of martial arts, the video additionally highlights Theyyam, a ritual dance kind from Kerala characterised by elaborate costumes and face portray, and Kathakali, a classical dance-drama identified for its intricate storytelling and vibrant make-up, including color to the tune canvas.
Different cultural components within the music video embody Garudan Thookkam, a ritual artwork kind involving performers dressed as eagles, and Chenda Melam, conventional percussion beats. In making this tune, Hanumankind lives as much as the cultural satisfaction he sings about whereas pushing artistic boundaries, mixing fashionable city imagery and conventional motifs.
Run It Up pulses with an power that transcends borders, drawing listeners in with its deft fusion of conventional Indian components and modern hip-hop. The monitor’s resonance isn’t restricted to a single geography — it’s a press release in a rising wave of desi rap that refuses to be boxed in. Hanumankind channels regional textures, however his circulate, manufacturing decisions, and lyrical dexterity make sure the tune speaks to a a lot wider viewers. Followers have responded enthusiastically, praising its dynamic manufacturing and the way in which it seamlessly blends cultural touchpoints with out feeling constrained by them. In a scene that’s more and more world, Run It Up asserts itself as a monitor that isn’t simply representing, however increasing the dialog.
Run It Up is accessible for streaming on main platforms, together with Spotify. The official music video could be seen on Hanumankind’s YouTube channel.
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