WATCH “HYPE” OFFICIAL MUSIC VIDEO
Spanish Town born artiste,�Royal Blu�has once again teamed up with illustrator and filmmaker�Ikem Smith�on the visuals for his recent single�”Hype”. Much like Blu’s�”Style And Pattern”�video, the semi-animated video replicates a stunning video game-like world, playing on Blu’s clever lyrics.�”Hype”�expands upon the misinterpretations outsiders may have looking in, without proper context.
“The idea Ikem had for the music video perfectly embodies that.”�Blu says.�”I might seem like a villain in this ‘game’, but I’m just a regular human being like everyone else.”�
In the video game, Royal Blu takes on various challenger identities in each scene, all while still maintaining his true self. This concept was chosen by Ikem as a way to further the connection between the subliminal meanings behind the song’s lyrics.
“What the video concept ended up being, at its core, was a representation of the struggle of dealing with people’s perception of you – which is what Blu wrote the song about,”�Ikem said.�”I came to the conclusion that the song is about self-acceptance; it’s a challenge dealing with what others have to say, but it’s ultimately about you.”
“Hype”, produced�by Jamaica’s�J.L.L.�(Chronixx�”Dela Move”, Govana & Protoje�”In The City”, Masego “Navajo”) is one of Royal Blu’s most recent singles.
It comes as a precursor to his upcoming full-length album which�is slated to be released later this year by�Delicious Vinyl Island. The now-released visuals were co-produced by Smith and�Timothy ‘Quik Keyz’ Kahwa. Available now via�Royal Blu’s YouTube channel.
