Prime Boys: Tinted

Prime Boys - "Tinted" (Entertainment One): Yesterday, the Toronto hip-hop trio released a video for this new single.

Directed by Elliot Clancy Osberg [Roy Woods], it features the group — Jimmy Prime, Donnie, and Jay Whiss — cruising on four wheelers through a wintry wonderland. Not the usual setting for a hip-hop clip, but it is a fitting backdrop for their stone-cold flows and beats.

Having rotating rappers deliver the rhymes works well, and there is plenty of bravado at work here ("all this money is contagious, we're doing shit for the ages"). The cut is produced by Murda Beatz [Drake, Gucci Mane], with customary authority.

In four years of putting out music together, Prime Boys have grabbed significant exposure via tracks like "I Heard" (473K YouTube views) and recent single "Come Wit It." They star in the Viceland documentary 6ix Rising and have earned support from Drake’s OVO Sound Radio.

Each member of Prime Boys has been busy with solo projects, and Jimmy Prime and Murda Beatz recently collaborated on another hot track, "Drop Out."

They're ready for the prime time indeed.

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