Don Veedo

A MUSIC video is to a song, what an image with a good caption is to an article. It takes the story forward.

Just five months ago Riky Rick said he was taking a break from the spotlight in the music, but last Friday he surprised most with the release of a spirited track, I Can’t Believe It (Macoins) with gripping visuals.

The song and the video presentation is currently being slept on in the country. According to Riky Rick, some television channels won’t air the video because of the content. He said this while thanking MTV Base on Twitter, for playing the video on their platform.

The ill-judgement of some of our broadcasters is perplexing. Local broadcasters aren’t proactive in their presentation; they always prefer to follow a trend instead of being the ones to initiate the conversation. This is just one of the reasons why television lags behind the net, but not everybody in South Africa can afford to watch videos on YouTube due to exorbitant prices of data.

I can imagine an ocean of people chanting the chorus, when Riky Rick performs this joint live. He repeatedly says he wants more money, then sounds in disbelief in the hook, not because he has gotten what he wants, but at what it cost him it seems. That’s what the visuals relayed.

But instead of money, a group of eccentric individuals seem to desire freedom more than anything- to be themselves within an uncomplimentary society. The freedom comes at a cost though, as one of them commits suicide, which then sparks the revolt. The interesting part is that, everyone fighting for something is part of the riot, not only the small group of friends who lost a comrade.

Directed by Adriaan Louw, the video took the conversation stared by Riky Rick in his rhymes, to another level. They chose the perfect time to shoot this, managing to capture beautiful light under Joburg skies, while Marco Filby’s Art Direction was complimented by the cast’s believability and wardrobe.

With the abrasive, in-your face beat Riky Rick reminds everybody who he is in the music and creative space. Steeped in Hip Hop braggadocio, from the first verse he states why 10 years in the game, he still manages to remain relevant throughout the country. But it’s his second verse on which he bluntly raps

I’m in my element, my regiment

Taking over is imminent,

Drop one song per year, and stay prevalent

Old niggers say my name to stay relevant

I couldn’t help but think of Stogie T when I heard those lines, despite the fact that the two recently settled their feud, which was sparked by Cassper Nyovest saying Stogie did nothing for him, during an acceptance speech at the South African Hip Hop Awards last year. iVenda LaKwaMashu, as Riky Rick is known on Twitter, was in Nyovest’s corner and also slammed Stogie for claiming other artists’ success.

The song has a similar refrain as Pick You Up, which came out earlier this year but unlike that joint, he raps in vernac on I Can’t Believe It (Macoins) and sounds original, rejuvenated and grimier. iVenda LaKwaMashu isn’t the lyrical-miracle typa rapper who will get battle kats like Kriss AntiB and Don Veedo salivating at his every line. But his hooks are catchy and he speaks his truth and a lot of people can relate to that shit.