Kerala-born rapper Hanumankind is back with a bang, dropping his latest video for ‘Run It Up’, and it’s an electrifying fusion of his signature rapid-fire verses and Indian cultural flair. Teaming up once again with Big Dawgs director Bijoy Shetty and producer Kalmi, the video is a visual celebration of traditional Indian martial arts, dance, and folklore, with a heavy emphasis on Kerala’s cultural heritage. Think fire, fury, and festival vibes – it’s everything you didn’t know you needed in a music video.
The narrative unfolds with Hanumankind running from a crowd dressed just like him, symbolizing the relentless hurdles he faces in his career. The video draws strong inspiration from the Kandanar Kelan Theyam tradition, a warrior figure who is reborn from the ashes of a burning forest. As the fire, chaos, and intense beats take over, the parallels between Hanumankind’s perseverance and the warrior's rebirth are clear – a fiery journey of transformation and strength.
With a mix of traditional martial arts like Kalaripayattu, Mardani Khel, Gatka, and Tangh Ta, the video serves up a visual feast that celebrates India’s rich cultural diversity. The use of the iconic Chenda drums from Kerala elevates the track, making the beats even more immersive. Director Bijoy Shetty takes it up a notch, creating a cinematic experience that’s as intense as it is beautiful, syncing the visuals with Hanumankind’s sharp, straightforward rhyme schemes.
Hanumankind’s lyrical style is simple but effective, with a cadence that demands attention. His flow isn’t about intricate wordplay, but about delivering a clear message, and the video amplifies that power. Rejecting the label of “Indian rapper,” Hanumankind proudly declares himself “a rapper from India,” using hip-hop to connect with the world while staying true to his roots. With ‘Run It Up’, he’s proving that Indian culture and global hip-hop can collide in the most thrilling ways possible.
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