"Rapper from India" Hanumankind back with 'Run it up'

Hanumankind, previously celebrated for the breakout hit "Big Dawgs," has returned with the new single "Run It Up," accompanied by a meticulously crafted music video.

Cover art for Run it up by Hanumankind

This release is a deliberate strategic move by both the artist and the record label to reinforce his position as a leading figure in the burgeoning Indian rap scene, capitalizing on the global success of his previous work. The track itself is a collaborative effort, produced by Kalmi, with expert engineering by Amrith Raghunathan and Jordan Rugo, and mixed by Akash Shravan.

Hanumankind delivers the powerful vocals, while the composition and lyrics are the work of Sooraj Cherukat and Sai Nikhil Kalmireddy. Visually, the music video is a masterpiece, once again showcasing the directorial talent of Bjioy Shetty, who was also behind the viral "Big Dawgs" video.

While "Big Dawgs" was widely acclaimed for its catchy melody and lyrical prowess, "Run It Up's" strategic positioning, particularly its heavy reliance on cultural elements, introduces a discussion about potential appropriation. The nuanced line, "I am not an Indian rapper, but a rapper from India," prompts a critical examination of artistic identity and its relationship to cultural representation. The name "Hanumankind," juxtaposed with a perceived lack of religious association, creates a point of contention for some. Although the degree to which Sooraj Cherukat is connected to his cultural roots is a personal matter, the line itself leaves room for interpretation. Irrespective of these considerations, the music video's visual representation is undeniably a high point, setting a new standard for visual storytelling in recent times. The Desi Hip Hop (DHH) community would greatly benefit from more ambitious and visually compelling projects like "Run It Up".

Run it up is a certified hit, you can read the lyrics here.