New Video: JOVM Mainstay Evidence Releases Kaleidoscopic and Psychedelic Visuals for “The Factory”

Throughout the past few months, I’ve written quite a bit about the Los Angeles, CA-based emcee and producer Evidence. Now, as you may recall, the emcee and producer, who was born Michael Taylor Perretta is best known as member of renowned hip-hop act Dilated Peoples with whom he has released four full-length albums — and as a producer, Perretta has worked with Beastie BoysLinkin ParkSwollen MembersDefariPlanet Asia, and has a co-production credit on on Kanye West’Grammy-winning, full-length debut The College Dropout.

Perretta’s fourth album Weather or Not was released earlier this year, and the album is the first batch of new material from the Los Angeles-based emcee and producer since the 2014’s The Alchemist-produced Lord Steppingstone. Interestingly a number of singles from the album have been released, including the DJ Premier-produced third single “10,000 Hours,” which featured a swaggering and strutting West Coast gangsta hip-hop meets East Coast boom bap production paired with a criminally unheralded emcee rhyming about the dedication and time he has spent practicing, developing and honing his skills to become one of the very best. The album’s fourth single “Powder Cocaine” continued Evidence’s ongoing collaboration with The Alchemist, who contributed an atmospheric yet soulful production consisting of boom bap beats, warm blasts of bluesy guitar, a chopped up choral vocal sample and a soaring hook, and yet the production managed to be roomy enough to allow Evidence and Slug to trade bars full of diverse metaphors and descriptive symbolism. “Bad Publicity,Weather or Not‘s Nottz-produced fifth single continued in a similar vein as its predecessors as it was centered around a golden era hip-hop production that was roomy enough for  Evidence and Strong Arm Steady‘s gravelly-voiced Krondon to spit fiery, braggadocio-filled bars.

The album’s latest single is the Twiz the Beat Pro-produced “The Factory,” a track centered around a kaleidoscopic and somewhat ambient production consisting of explosive blasts of scratching, twinkling strings, tweeter and woofer rocking boom bap beats — and much like its predecessor, the production manages to be roomy enough for one of contemporary hip-hop’s most dexterous emcees displaying an uncanny ability to craft complex rhymes with witty and hilarious punchlines.

Directed by Jason Goldwatch, the recently released video features a collection of edited, retro video clips overlaid and superimposed with new footage — and the result is something that’s surreal, psychedelic, artsy, funny and extremely Californian.

 

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