Lyric Videos, in theory are promotional devices. These videos tend to follow audio releases, and blaze a trail for eventual produced videos. They can effectively create an experience that brings attention to artistic intent, and quite clearly own the space and monetize a song for label and artist.

But in 2015, a simple lyric video is passé. Even if a more traditional video will follow, these items beckon an experience without distraction and can only add to the song’s meaning. For King Los’ Isaiah Rashad and Kent Jamz-assisted “Black Blood,” that is paramount. The conceptual song looks at Black-on-Black love as well as Black-on-Black violence, and tries to enforce more of the former, and less of the latter. This song looks at lineage and how many of us are tied to our ancestors pain. From a city often called “Bodymore, Murderland,” this moment rings in plenty power. The video features blood-stained sidewalk chalk to complement the song’s themes of violence and lost innocence at once, making the message resonate even further.

As King Los has been long renowned as a freestyle phenom, this moment adds to his masterful songwriting portfolio in one of the most important songs released as of late.

God, Money, War is out now on RCA Records.

Related: King Los Rips What May Be the Best Freestyle of the Year…Off the Top (Video)