L.O.V.E. Culture “SHADE” Directed by Joel Roberson

This experimental rap collective based in Jacksonville has been putting out wavy music for awhile, but their most recent video for the song “SHADE” stands out among the rest.

With a full stack of verses from their highly talented members, the video shows each one of them spitting in a visually distorted frame, cast over a dark background. The intricate editing shows some imagery from a metropolitan environment, but focuses on each emcee as a singular presence with their words erupting straight from the heart— which is fitting since they identify themselves as a group built on love, and preach the phrase “be like water.”

But aside from making naturally positive, rhythmic jams and videos, the group also take on other innovative projects.

L.O.V.E. Culture recently put out a video of themselves doing a live performance in the spirit of NPR’s Tiny Desk series. They did far more than prove themselves worthy of being on the show, because they showcased their creative spirit and gave fans a window into their natural chemistry on stage. If you watch any of their videos, you will notice how connected they are while they strive to put forth a common message of peace and love.

“SHADE” is out now among a variety of singles that preview L.O.V.E. Culture’s promising future. Check out their most recent singles and videos, and be sure to support the city of Jacksonville as it rises to prominence in Florida’s buzzing rap scene.


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