Exclusive Premiere: Watch K-Riz’s New Video for “Lost in It”

By: Staff –

Emerging Edmonton hip-hop artist K-Riz is back with his new video for “Lost in It”, which you can watch exclusively via Aesthetic Magazine below.

In the video, K-Riz is shown being cleansed in a river, symbolizing his transition from one stage of life to the next, or shedding the old and stepping into the new. Displaying his rapid-fire flow over an aptly erratic beat produced by Calgary’s Rajah (Tory Lanez, Meek Mill, Lil Baby, Curtis Waters), K-Riz uses water as a metaphor to express drowning in, and eventually purging, his emotions from the end of a bad relationship.

With “Lost in It,” the soft-hearted rapper goes hard, rhyming about the most difficult stage of heartache. “It’s the chapter where I’m caught up in my emotions and this cycle of negative thoughts,” said K-Riz. “When I was writing this song, I had these images of treading water as a tidal wave approached me, sharks surrounding me, and gasping after almost drowning. Rajah’s production went perfectly with the sink-or-swim metaphor I was trying to express in my lyrics.”

K-Riz is part of a new generation of melodic emcees who can rap circles around their opponents and sing their verses with equal aplomb. Listing the titans of soul and funk-inspired pop and jazz-oriented rap as his influences, from Stevie Wonder to Nas and Prince to J Dilla, the Toronto-born, Edmonton-based artist absorbs and spits out the specters of other eras while remaining spiritually in the present.