CyHi The Prynce Attacks a Thunderous Beat Like a L.I.O.N. (Video)

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Hi. We recently created AFH TV, Ambrosia For Heads’ streaming video service, because we believe real Hip-Hop deserves its own dedicated TV home, but we need your help to make it great. Please subscribe to AFH TV. It is only $1.99/month or $12/year, and already features some amazing content, but the best is yet to come. Thank you for all of your support.

Over the years, CyHi The Prynce has shown a penchant for concept projects. Since 2010, he’s released several thematic mixtapes, from his Royal Flush series to the Ivy League collection to his Black Hystori Projects. Now, the G.O.O.D. Music MC has announced a new project, L.I.O.N. (Like It Or Not), is in the works. He kicked off the promo campaign earlier in the week with, “Elephant in the Room,” a clever send up of boss and friend, Kanye West. The song, which was clearly in jest, started a social media frenzy, as he took Kanye to task for not releasing his album.

CyHi follows that track up with the video for the title track for L.I.O.N. The video finds CyHi lyrically dissecting a thunderous beat, while wearing an Asian rice hat. The closing shot shows him in a pair of Yeezy Boosts and sporting a hat with the word “good,” making it clear that when it comes to CyHi and Ye, it’s still all G.O.O.D.

Related: CyHi The Prynce Puts Kanye West on Blast…But It’s All in the Family (Audio)