If you haven't stepped to the world of JOYRYDE yet, right now is a good time to get acquainted with him. The LA-based producer has just unveiled his music video for "New Breed" ft. Darnell Williams, which was released on the recent HOWSLA compilation. In the music video, we're introduced to the epitome of the JOYRYDE-style soundscape through blood-pumping adrenaline and heist-inspired beats. Like his own carefully thought-out music, the video for "New Breed" is just as cinematic. Detail is everything for JOYRYDE, as he translates his badass productions to a music video which he directed himself. His sound is s a clever merging of hip hop attitude with a house-inspired bounce to attract new audiences. Covering all the bases of action thrillers from guns, occult happenings and chases, JOYRYDE manages to create a loaded action film in the span of 3 minutes.
"wrote this story and directed and edited this video. i love to do new things like this record.
i had this idea at the end of 2016, me and sonny skrill were thinking about writing around it but did not pick it up again and then he told me about the howsla release and how its gonna be about just dope rough cut records.
i felt if I'm gonna be on a house based ep i want something totally different from my shit and the the others.. the moment we got darnell on this the record it got mean and twisted. i love it .. darnell is a g, serious vocalist and actor.." – JOYRYDE