J Cliff doing his own visuals is either a budget decision or a creative one – the result suggests it’s both, and it works. The rawness of the video matches the rawness of the track in a way that polished production would have undermined. Inos builds the beat with restraint: dust, menace, swing. J Cliff’s hook is the kind that makes a live audience move without being written for a live audience. 4 The Culture Records is doing something right.
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