Canada hasn’t historically been known for burning it up in the world of hip-hop, but that narrative is changing thanks to the efforts of independent artists like Rich Lindo, whose new single “Jungle” is making a big impact at home and abroad this July. Based out of Toronto, Lindo doesn’t let the barriers between his scene and the bright lights of American-sanctioned success stop him from giving a masterful performance in “Jungle,” and moreover, delivering a critical message in the recently-released music video for the song. The imagery in the video is as real as the pulsation of the percussion in the backdrop is, and when this track comes to a conclusion, it’s hard to walk away unaffected by what we’ve just heard.
I really dig this interplay between the beat and the verses, as the dynamic not only highlights the sophistication of Rich Lindo’s execution but also the emotional bend to the music itself. There isn’t a single component to the mix that isn’t lending some element of authenticity to the finished product – even when he’s pouring lyrics out of the speakers like coffee into a cup, Lindo is calm, cool and collected in his presence and seeming sure of himself no matter what he’s trying to get across. His passion translates into the music exquisitely, and for his being an outsider, he doesn’t sound like an up and coming rapper who is still in need of finding his own identity.
Quality hip-hop is plentiful right now, so for this to be the standout single that it is, you know Rich Lindo has got to be doing something right. A product of the Canadian underground who doesn’t accept any of the nonsensical analyses that would prevent his sound from hitting the masses, this rapper is crushing it in “Jungle” and stylizing a strain of hip-hop that blends elements of protest music, traditional east coast rap and a grainier, edgy electro beat I’m dying to hear more of again soon. He’s one of a kind for sure, and if given some more time and room to grow, he’s going to do some amazing things.
by Bethany Page