People love saying things like “rappers can’t rap anymore, it’s all about hooks and singing.”

They should listen to Shad.

The Canadian hip-hop artist has been missing for some time, but after dropping his fourth studio album ‘Flying Colours’ in October, he’s back, and we’re all paying attention.

Shad raps to impress. There aren’t too many artists in the hip-hop scene right now that could actually hang with this dude on a technical level. But further, his writing talents aren’t wasted pop concepts devoid of any actual purpose, feeling, or emotional importance. This guy writes real songs, each verse layered with honest expressions and telling the story of what it all means.

Oh, and the production? It’s out of this world.

One of the stand-out songs on the album is “Remember To Remember”, and we’ve now been blessed with visuals to support the track’s chaotic yet vibrant atmosphere. You’ll notice it feels a bit unstable, as dark moods and backdrops turn to bright flashing lights and neon painted dance routines. But it’s not for nothing, because even if Shad’s not as famous as Drake or Kanye, his depth is real and his music is inherently huge.

Follow Shad on twitter at @shadkmusic and buy Flying Colours here.

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