The latest installment of the PRhyme documentary series Raiders of the Lost Art is out now, with DJ Premier and Royce da 5’9″ inviting us further behind the scenes of their new collaborative project.
What impresses most this time is just how serious both artists are taking the social media and promotion, even going as far as personally setting up meetings with some of the most important companies in the world.
Younger artists know just how important it is to get their shit together across Twitter, Soundcloud and YouTube, but its refreshing to see a vet like Primo at the cutting edge too. Compare that to others from the classic era who seem to think its fine not to have an online presence, and it isn’t hard to figure out why they are fading fast into obscurity, while Premier is as popular as ever. We also get to see highlights from the photo shoot that gave us the dope album cover, again thanks to the perfectionism and entrepreneurial spirit of Primo.
Watch the video below, and buy the PRhyme album from December 9.