Shot by @everythingpia_

Today Brooklyn rapper HighGrades’ delivers the aiP and Chimp-directed visual for his cut “Marmot.” (In case you were wondering the name HighGrades’ is inspired by both his intellect and affinity for tree.) According to HighGrades he was inspired to make a visual for the track after he saw Marmot’s Superbowl commercial, which has given the brand more nationwide appeal.

“Marmot” has a place on HighGrades’ forthcoming project In The Jam, which is somewhat of a nostalgic effort as he lets listeners in on certain parts of his life, while also taking them back with the tracks’ production and his crisp delivery. In The Jam is also where they’ll hear hints of HighGrades’ influences such as Curren$y, Nas and MF Doom. “Marmot” itself however comes from Grades seeing the coats everywhere, and wanting to let people know what kind of moves he’s making with his Marmot. From the look and sound of it, it seems that HighGrades is making some lyrical, yet humorous ones.

You get the gist that the coat is living a lit life thanks to its owner from the track alone, but the carefree turn up truly commences in the visual. HighGrades and his homies link up and vibe out to the Chuck Ingish-produced track against a well-lit white backdrop with drinks and chronic in hand. At times, the backdrop takes on a purple tint. Was this just a creative choice or is it a reference to something else? Who knows. One thing’s for sure though, once you watch the video below you’ll want to cop a Marmot. Peep it below, and be on the lookout for In The Jam.

The post Video Premiere: HighGrades – ‘Marmot’ appeared first on RESPECT. | The Photo Journal of Hip-Hop Culture.