CADENCE WEAPON UNVEILS VIDEO FOR THE
KAYTRANADA-PRODUCED ‘MY CREW (WOOOO)’
Watch the video HERE: https
“1980s party rap spliced with 90s gritty lyricism in a futuristic electro crucible” – Pitchfork
“Canada’s rap scene has been on the up-and-up for years now, and today two of the country’s more promising acts have combined forces: Rapper Rollie Pemberton, aka Cadence Weapon, and breakout producer Kaytranada meet on “My Crew (Woooo)”, a banging ode to their current Montreal digs.” – Consequence of Sound
“Dexterous, buoyant, rubber-funk production, Cadence sits effortlessly on top.” – Clash
Toronto-based rapper Cadence Weapon (aka Roland “Rollie” Pemberton) shares his stunning, futuristic video for My Crew (Woooo) today, with an exclusively premiere online via The FADER, and broadcast on MuchMusic last night. Directed by Kevin Calero, and produced with the assistance of MuchFACT, the piece was shot in Montreal, and reflects Cadence’s experiences living in the city with a fresh audio-visual aesthetic. Watch the video here, and listen to the song on all major streaming services.
“When we first started working on this video, Kevin Calero and I talked about bringing back the feeling we used to get watching those late ‘90s Hype Williams videos, particularly the Missy Elliott and Busta Rhymes ones,” Cadence says of the creative process. “I’ve always prided myself on having creative videos so working with someone like Kevin who shares a similarly innovative vision has been incredible. The scenes where I’m being shot into space were done with the same equipment used in the film Arrival. I was strapped up to a harness that was about 12 feet in the air and shot back with a slingshot-like device at high speed by a very chill operator dude.”
Through frenetic tongue-twisting verses that call out internet trolls and Camo pant-wearing cops, My Crew (Woooo) mirrors the energy of Montreal’s underground afterhours party scene, complete with hedonistic imagery and shout outs to his crew dwelling in the various neighbourhoods of the city. Cadence describes the song as “an anthem about unapologetically being who you want to be, no matter what anybody else thinks.”
“There’s a specific vibe to the city and the nightlife there that can sometimes be hard to articulate to those who have never been there,” Cadence says. “I’ve tried to channel that energy with this song and I think Kevin and the cast represented that independent spirit in the video perfectly.”
Recognized as Canada’s “most creative” rapper by the National Post, Cadence Weapon has consistently exhibited a passion to take rap into new and unexpected directions. Born in Edmonton, Cadence had an upbringing uniquely suited to becoming a rapper. His father Teddy, a Brooklyn native, was the DJ that introduced hip-hop to Edmonton with his pioneering radio show, The Black Experience in Sound, on CJSR 88.5 FM. After spending his childhood immersed in his father’s diverse archive of music, Cadence started rapping at age 13. Soon, he was entering freestyle battles, rocking shows with his uncle’s funk band and teaching himself how to make beats.
Following the online success of his Cadence Weapon Is The Black Hand mixtape, Cadence released his self-produced debut album, Breaking Kayfabe, in December 2005 at the age of 19. The album was met with international critical acclaim, with the BBC praising its mix of “vivid, scattershot rhymes” and “techno-tinged beats.” In 2009, Cadence was appointed Poet Laureate of Edmonton, making him the literary ambassador of his home city for two years, during which he was invited to read poetry for an event at the 2010 Winter Olympics. He followed up this literary stint with 2012’s Hope In Dirt City, an album produced by Cadence recording live instruments and sampling them for his beats. The album was his second to be shortlisted for the Polaris Music Prize.
With more music on the way, and many projects on the go, keep Cadence Weapon on your radar.