James McCall aka Nocando is a revered, LA-based MC of battle rap and Low End Theory fame. He has had a turbulent last couple of years in which his marriage of 6 years, his role as resident MC at the Low End Theory, and his Hellfyre Club rap outfit all dissolved within the time span of 2 years. While a loss of this magnitude would cause most men to falter, James instead took this time period to fully reflect on himself and his output as a solo artist, allowing him to write some of the most authentic & vulnerable music of his career.
Today the MC has unveiled the first visual off of his upcoming SEVERED LP for the title track of the project. The stunning Sara June directed visual starts out with an assortment of scenic shots of random objects and fixtures until a paternal looking Nocando arrives on the scene wearing layers of knitted sweaters. The motif of the sweater's knitting unraveling is prevalent throughout and could possibly stand for his life coming undone, or could also mean him tearing away the layers of insulation so he can finally reveal his true self through his art-form. Watch the video above and tell us what the visual means to you in the comments!
Be sure not to sleep on Nocando's upcoming SEVERED LP when it is released on May 26th!