Worcester, MA ~Pitchfork (Jayson Greene) probably summed it up best when th ey debuted this song back in May by revealing, “Joyner Lucas is a rapper without the benefit of a style or crew or movement around him—he’s from Worcester, MA, so he doesn’t even really have a vital local rap scene. He’s not really participating in any of the national rap conversations happening right now, as a result, and the closest he’s come to an industry cosign might have been in 2012, when the Alchemist picked a track he submitted in a contest to be released on Decon. But he’s making good records, and “Half Ni**er” is a great, clear-eyed song, with a fluid, conversational delivery.”
Early treatment ideas for this visual included everything from Donald Sterling footage to Ku Klux Klan uniforms but in the end it was felt that the sentiment behind the song was powerful enough in its own right to carry the intended message. No brow beating or low-hanging fruit needed. Joyner hopes you will appreciate the simplicity of the video. Enjoy it after the jump.
As an aside, Joyner’s first official single “Riding Solo” ft. Busy Signal, from his upcoming solo album, “Along Came Joyner”, is currently #82 on Digital Radio Tracker’s National Top 200, #34 on their Top 50 National Genre Chart and #3 on the National Airplay Top 50 Independent Chart , so perhaps the above quote won’t apply for too very much longer.