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Culture Night 2019 has been and gone, but great music lasts forever, right?
And so we look to the wonderful force of nature that is God Knows, he of Rusangano Family and generally being one of the best MCs in this country fame.
Written to mark the importance of that aforementioned most cultural of evenings, ‘Clout9’ is the result of a jumping off point, as God Knows looks at the ups and downs of culture.
“I started thinking about how my contemporaries consume culture and, for the most part, it’s on the internet,” he says.
“I see people looking for ‘clout’ all the time on social media and it can be all-consuming: likes, dislikes, follows, views. It can also be exhausting and detrimental to mental wellbeing.”
With fellow Rusangano man MuRli on production duties and Outsider YP in the featured artist role, ‘Clout9’ packs a serious, all too real and vaguely distressing gut-punch.
But there’s hope in there, too, as God Knows realises a song “about embracing this aspect of our generation – but also avoiding getting caught up in the negative aspects of it.”
Check it out below.
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