August Alsina Keeps “Grindin” (New Video) – by @niksofly

If Testimony and its visuals were not enough to keep your attention for the remainder of 2014, the towering heart throb, August Alsina released new music and a visual. “Grindin” is definitely that new new.  How new? Extremely new. In one of his bars, Alsina states “Grind hard for this sh*t/ Doctor’s say I was exhausted and sh*t”. Based on my ability to put together timelines ( *insert snickering*), this song was made after the youngin’s NYC hospitalization.

Alsina has developed a reputation for being extremely transparent in his music. It is definitely a trait that I admire and has landed his musical efforts first dibs in my rotation. Joining forces with the immensely talented Payne Lindsey to convey the visual was a no brainer. Payne Lindsay was the videographer and creative genius partly responsible for the FML visual that brought needed attention to a subject that is often swept under the rug. Partnering with Knucklehead on the production aspect is a recipe for another billboard top 100. Knucklehead is responsible for Billboard number 1 hit and club anthem- “I Luv This Sh*t”. He also produced “Don’t Know” for Kevin Gates as well as some of your other favorites ( always check the credits). The prominent bass and full bodied melody creates an infectious sound that draws the listener in.

Of course my affinity for the 22 year old that stems beyond obvious aesthetics. Who doesn’t like a great phoenix story? More importantly who wouldn’t appreciate music that resonates beyond facades? It’s a relief in a sense. Subject matter is extremely limited, so when an artist can rewrite expectations, it is quite refreshing.The symbolism of isolation to attain greatness (my interpretation of Alsina in the woods after watching the visual four times consecutively) coupled with the imagery of fire (which I equate to burning desire) makes the visual clean and fresh. The visual grasps your attention, but the simplistic nature encourages the viewer to pay attention to the lyrical aspects of the song. Payne Lindsey’s use of gray scale and red filters aid in the aforementioned symbolism of cold and hot. The artistic aspect was executed nicely. Alsina visits what success brings- those waiting on your failure who seem to live in your past. Crooning ” . It is a very honest record.

For me, the song is a reminder to not accept my current success in life as the ultimate goal. There is always work to be done. We work relentlessly to ensure that we are comfortable to a certain point. Once we , society, attain that level of success, some become content. The problem that arises with comfort and being content is the lackadaisical mindset. So you have the car, the condo and the affection of the opposite sex. Your bank account may never reside in the negative again in life, what will you build from this? If you have $15 K, find a way to make it $30K. If you can feed yourself for the remainder of the month, find a way to be able to feed yourself for life. The grind never stops.

If you aren’t a fan of Alsina, respect his work ethic. The youngin’ is all about his work and supplying quality music. Check out the latest video below.

-Niko Rose