Music Video Monday: ICEY - Skepta

Skeppy has let his creative juices spill over every inch of this project. Not only did he produce the song with Jason and Hooks, he also directed, with the help of Kritikal, the intriguing visual (albeit not as..."intriguing" as the 'All Over The House' video) which kills two birds with one stone with it being a platform to promote his new song and new clothing range. As a result of this efficiency, what we find before us on our screens is what is probably the hoodest catwalk ever.

In the spirit of being ICEY, the video was FRESHLY dropped into our laps less than 24 after Skepta and Kritikal had spent 26-odd hours creating it. It basically consists of Joseph Junior and co. walking up and down, rocking his golden-JME-pendant inspired (think back to: "She said she's in love with my Jesus piece. I told her to look a bit closer, it's not Jesus baby it's JAY EM EE") jumpers/t-shirts. It's not the most outrageous thing you'll ever see yet you'll find your eyes unexpectedly glued to the screen. It may have something to do with the visual being tailored so it wasn't solely an advert for the clothing range but still held relevance to the song and this was achieved just by adding in the little details like Yardy walking up the catwalk with the belt every time the track plays "still trying to get the championship belt of Yardy" - see, simple.

In regards to the song: it's okay. It grows on me the more I listen to it. It's not his hardest but it's enough for it to resemble what you'd imagine the backing track for 'Super Mario Bros: Tuggggg Edition' would be. It's not clear if the song is going to be a single or an album track but if it's just a song to go along with the promo for his clothes then it more than does it's job.

Check out the video below.

If you want to get your hands on the clothing then hit up: attackthezombies.com/