Common Prevents A Stick-Up In The Video For His 1st Swizz Beatz Collabo

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Common seems to enjoy breaking the boxes that many people like to put him in. Back in 2000, at the conclusion of the DJ Premier-produced “6th Sense” on the Like Water For Chocolate album the historically conscious MC made light of his reputation, by portraying a vi*lent pimp. His Grammy-nominated Be album used storytelling effectively to pull the wordsmith from the usual subject matters. The approachable-seeming MC regularly chooses acting roles that play against his nature, showing depth to the Hip-Hop star who once entered verbal altercations with Ice Cube, Mack 10, and Drake.

Next month, Comm’ is releasing his 12th solo album, Let Love (August 30), inspired by his recent book, Let Love Have The Last Word. Even down to its title, the LP appears to be one driven by humanity and kindness. Lead video single “HER Love” upheld a 25-year-old saga about Common’s challenging love affair with Hip-Hop, reminding Heads that the relationship is currently in a great place while rapping to a J Dilla beat.

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Now comes “Hercules.” Common goes straight to video in unveiling the campaign. In the visual to the Swizz Beatz-assisted track (produced by Karriem Riggins, Samora Pinderhughes, and Burniss Travis), Common seemingly plays himself—an Everyman who happens to be a celebrity. He hits a convenient store (managed by a clerk, played by past collaborator Vince Staples) for something to drink. He follows in a woman who is shoplifting various goods from the shop. The whole time, Common peruses the aisles and raps hard bars into his phone. “I’m cold, ni**a freeze like I’m ’bout to stick ’em up / I’m particular about my vernacular / I’m not particular ’bout what I got off in this cup / This section man they hate us, man they say we not enough.” His lyrics also reference songs by N.O.R.E., JAY-Z, and early collaborators, Brand Nubian.

As the female customer checks out, two armed men bum-rush the store. From the back of the aisles, Comm’ looks on as the clerk empties the cash drawers. Moments later, he and the fellow customer exchange a glance before the “Stolen Moments” creator prevents a robbery, and gets a bit gangsta in doing so.

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The tracklisting to Common’s Let Love, per 2DopeBoyz:

1. “Good Morning Love” f. Samora Pinderhughes
2. “HER Love” f. Daniel Caesar (w/ Dwele)
3. “Dwele’s Interlude”
4. “Hercules” f. Swizz Beatz
5. “Fifth Story” f. Leikeli47
6. “Forever Your Love” f. BJ the Chicago Kid
7. “Leaders (Crib Love)” f. A-Trak
8. “Memories of Home” f. BJ The Chicago Kid & Samora Pinderhughes
9. “Show Me That You Love” f. Jill Scott & Samora Pinderhughes
10. “My Fancy Free Future Love”
11. “God Is Love” f. Leon Bridges & Jonathan McReynolds

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#BonusBeat: Common’s detailed explanation of what made this album, which is Common’s first on Tom Whalley’s Loma Vista Recordings (Injury Reserve, Denzel Curry, Little Dragon):

 

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