Posted by Killer Mike and El-P, collectively known as Run The Jewels, have just announced a new cannabis line that simultaneously promotes their latest album Run The Jewels 4.
In conjunction with cannabis producer LEMONNADE, a sister brand to COOKIES, the motley duo has crafted their first RTJ-branded strain called Ooh La La, a nod to the RTJ4 single “Ooh LA LA” featuring Greg Nice and DJ Premier.
Along with the announcement, Mike and El Producto have also shared a lyric video for RTJ4 highlight “JU$T” featuring Pharrell Williams and Rage Against The Machine frontman Zack de la Rocha.
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The powerful stop motion visual was crafted by Pulse Films’ Winston Hacking, who drew inspiration from the groundbreaking Hip Hop group Public Enemy.
“I worked closely with Run The Jewels to create a satirical time-capsule of 2020 thus far, capturing the sentiment of their song using collage animation,” Hacking said in a press release. “Drawing on the influence of Public Enemy’s classic ‘Shut ‘Em Down’ video, we combined cut up images from contemporary and historical events into a psychedelic protest vignette, a visual fuck you to systemic racism.”
For more information on the Ooh LA LA strand, head here and check out the “JU$T” video below.