“I miss landlines”, raps RYN SCOTT in “Let It Go”, his latest single and video. He’s not the only one. The old household telephone had one distinct advantage over the mobile: it was escapable. Carrying a cellphone means carrying around our responsibilities all day, and that’s become a tough burden to bear. In a year as relentless and confusing as 2019 is sure to be, RYN SCOTT has some good advice for all of us: take a step back from the technological brink, remember to breathe, and concentrate on what’s truly important.

As he always does, SCOTT makes his case with wit, warmth, and wordplay. He draws from personal experience and plain conjecture, and raps and writes with the authority of a man overcome with deep and profound feeling. His candor and skill have made him an artist to watch in one of the deepest and most competitive hip-hop scenes in America: metropolitan Detroit. SCOTT has lived in working-class Michigan all of his life – he grew up in Grand Rapids – and on songs like his regional hit “Blue Collar”, he makes his priorities and his worldview manifest. He’s got dreams as big as all outdoors, but his perspective is refreshingly down-to-earth.

And don’t get him wrong: he hasn’t renounced connectivity, or electricity, altogether. “Let It Go” producer and video director Jake Bass (and head honcho at Bassment Sounds 2.0, SCOTT’s independent label) has decorated the beat with piano, synthesizer, guitar, and tasteful sound effects that reinforce the rapper’s confessional storytelling. We see some of those instruments in the clip for “Let It Go”, but mostly Bass keeps the camera on SCOTT – and the 27-year-old rapper addresses it just like he’s talking to a close friend.

Though the track discusses the virtues of serenity, this is a hip-hop clip, and SCOTT isn’t above a little stunting. He takes us to the peaceful shores of a lake in the woods, but he arrives at his location in style – behind the wheel of a vintage ‘70s white AMC Matador. His shout out to the American Motors Corporation and its distinctive cars is one of the many ways SCOTT pays tribute to Detroit. The rest is present in his flow, and his stance, and his gently uncompromising attitude. It’s a New Year’s resolution of a song (and video) he’s sharing with us today, and we’d do well to heed his advice.

It’s a blast to partner with creative and skillful artists like RYN SCOTT. Please do get in touch to let us know what we can do to help get the “Let It Go” video into your programming. Please contact Andy Gesner and the HIP Video Promo staff at (732)-613-1779 or email us at info@HIPVideoPromo.com. You can also check out www.RYNSCOTT.com for more info on all things RYN SCOTT.

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