10 year Canadian hip hop veteran Prolific releases his new video, The Grind, that addresses music industry myths, showcases the rapper’s own hard-earned set of skills and offers a unique battle-hardened perspective on how to make it in the ruthless Toronto rap game. The Grind showcases Prolific on an instrumental by one of hip-hop’s pre-eminent underground production team’s, Anno Domini. The video is produced and directed by Niko Stupin, Russian hip-hop legend and production company Artistic Creative Agency (A.C.A)’s founder and artistic director.
The Grind is set in a desolate graffiti-splattered urban sprawl. The raw artistic background of Toronto’s graffiti alleys, downtown in the blocks between Queen and Richmond, reveal a music world separate from nightclubs, flashing lights and screaming fans; a world in which the environment is unforgiving and real. Prolific fills the alleys with his raw hip-hop abilities–a variety of hard-hitting punchlines and double-time runs. He even doubles as the DJ for the scratches on the hook of the song. With years of battles, cyphers, live shows and studio recordings under his belt, Prolific’s earned the authority to drop knowledge on the rap industry: “Learn to love the hate, and then deflect it / or better yet dissect it so you can redirect it.”