Indie-rap duo Atmosphere is back at it again as they get ready to release their next album The Family Sign on April 12th.
Starring in the new video for the lead single “Just For Show” is a neglected, albeit brave and courageous golden retriever. But don’t be fooled. This video ain’t for the dogs at all. Because, as usual, rapper Slug’s lyrical storytelling and underlying message is cunning, creative and curious.
Yes, as expected, the canine star’s tribulations evoke empathetic smiles and heartfelt awhs as the mix of classic hip-hop beats and reggaesque grooves guide you through the dawg-centric plot.
But knowing Atmosphere’s sneaky ways and proven gift for crafty rhymes and sly songwriting, watching this video assures me that there’s more to this song’s inspiration than meets the eye. And I’m hoping that the rest of The Family Sign is just as good and won’t leave us howling at the moon.
On their forthcoming tour, MC Slug and producer Ant, will be accompanied by keyboardist Erick Anderson and guitarist Nate Collis as well as label-mates Blueprint, Grieves with Budo, Sab the Artist & DJ Abilities. A notable stop of the excursion will take place at the Greek Theatre in Berkeley, CA and will include the addition of Aesop Rock with Rob Sonic & DJ Big Wiz.