Hailing from Deptford, South-East London, Elf Kid is fast becoming one of the most spoken about MC’s coming up in the game. Also part of Lewisham collective, The Square, over the last 12-months, Elf Kid has cemented himself as a real force to be reckoned with. As well as recently being named on The Guardian’s list of 50 rising stars to look out for, he has also just finished working with ASOS on an exciting campaign. ASOS Supports Talent is a global initiative which provides up-and-coming creative talent with funding, mentoring and support to realise personal passion projects. And in Elf Kid’s case, his passion project was to head out to Ethiopia to work with local musicians and shoot a video.
Blending the sounds of Africa with the vibes from South London, Elf Kid took it straight back to his roots for ‘Reload That’. After his 2015 underground smash, ‘Golden Boy‘, which saw him tour throughout the whole of this year, he returns with an offering that reps his African roots, both sonically and visually. The refreshing production is handled by The Corners, who mesh together African instrumentation with some stop-start grime action. Shot out in Ethiopia, the video captures south London’s Elf Kid dancing with tribes, feeding hyenas, and playing football with the kids.
You’ll want to reload this as soon as it’s done—press play up above.