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KEMBA Premieres Video for Lead Single 'The New Black Theory'

By: Jul. 01, 2016
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KEMBA, the unapologetically honest and acclaimed New York lyricist (formerly YC the Cynic), premiered the official video for lead single "The New Black Theory" today (6/30). The video--directed by Sense Hernandez and KEMBA--is a Groundhog's Day style visual about the influence of the news on our beliefs, and the idea of respectability politics, or as Geraldo Rivera put it, "the hoody is as much responsible for Trayvon Martin's death as George Zimmerman was."

Official video for "The New Black Theory" here: http://tinyurl.com/gmewdyh.
"The New Black Theory" is the lead single off the 25-year-old Bronx native's fifth release, titled Negus, being independently released on all digital platforms this July 22nd.The Frank Drake-produced track is about the term "The New Black," made popular by Pharrell, infamously saying "The New Black doesn't blame other races for our issues. The New Black dreams and realizes that it's not a pigmentation; it's a mentality." Says KEMBA, "The song is inspired by this empty distinction between marginalized people and the undertones of victim-blaming, while also speaking about respectability politics: the theory that conforming to more mainstream sensibilities will stop black people from being harassed by police, women harassed by men, etc."
With Negus, KEMBA has made an album that reaches both back to his neighborhood and out to a wider world, fighting for social justice with radical openness and honesty.Produced by longtime collaborator Frank Drake (with contributions from Cole King) and written entirely by the young spitter, the 12-track album (track list below) was recorded on weekends over a span of two-and-a-half years in Mechanicville, NY. KEMBA recently partnered with PIGEONS AND PLANES(6/2) to premiere the second single, titled "Already," who noted: "It has an infectious beat and catchy hook, but the lyrics are as potent as ever. Frank Drake did a great job at mixing his own Dilla-influenced style with his more contemporary counterparts." Stream "Already" on KEMBA's YouTube channel andSoundCloud.
For more info and latest news from KEMBA, visit www.kemba.land and follow @Kembaland on Facebook, Twitter and Instagram.

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