watch the snowy lo-fi new music video from icelandic rapper gkr
Image via @xdeathrow
We first told you about GKR back in 2016 when we hung out with the young rapper in Reykjavik, getting to know him and his sound -- both fun and animated, with a sensitive side -- as well as the burgeoning local hip-hop scene. Since then, music fans and press across the world have slowly caught on, whether they understand the Icelandic subject matter or not. Back now with new single Nei Takk (Icelandic for ‘no thanks’), the 23-year-old, already well known in his home country, is on a mission to go global. Produced by Ian Boom and released via Swedish indie label Fever World, the energetic track is about “denying offers that don’t meet your standard, not getting lost in what others think you’re capable of and never settling.”
The accompanying self-directed music video is a departure from GKR’s colourful past (just watch Morgunmatur), and sees the rapper turn the saturation way down with an all black everything look throughout lo-fi footage of him dancing across the stark tundra, exploring junkyards and handling snakes at house parties. “There are so many emotions inside me that I haven’t expressed before, and this video is a starting point,” he told us over email. “This year I want to work at a faster pace than usual, to do more collabs, direct videos for other people and release more of my own productions. I want to make a name for myself.”
This article originally appeared on i-D UK.