Kyle Rapps and Action Bronson give us an art/cultural/general history lesson in their video for “Get It In”, off of Rapps’ upcoming SUB. Yes, this seemingly rudimentary video delves into the depths of the fine arts, the Vietnam war, religion, race relations, historical moments in science, current events, Seinfeld, the WWF, and much, much more. Now are you really trying to tell me there aren’t any more conscious rappers out there that you’d listen to?
Rapps focuses his lyrics on the wrongs levied onto marginalized populations of the US, and the world at large. BronBron’ middle verse explores the subjects of condoms slipping off, the age(s) of his wines (and steaks), and where he’s vacationing (potentially with your girlfriend). By examining these different angles, this song expresses an important dichotomy about our generation: access to large amounts of media overwhelms us, and doesn’t consistently inform us with useful information. Sometimes, we give as much importance (in our reference-hungry minds) to Macho Man Randy Savage as we do to Ho Chi Minh.
That’s no slant to Bronson at all. This song completes its mission because of the binary between the two messages. It’s possible that this wasn’t intentional, but that’s how I heard this. This almost Rock track elicits an active response through its virile strings and drums claps that serve as the crest in the wave brought down by the strings.
“Get It In” is one of the most culturally significant tracks I’ve heard in a while. Not only does it illustrate the frenzy of information that rushes media consumers (which we all are, even inadvertently, these days), it also demonstrates the result: we equalize everything. Nothing is more important than anything else. This opens us to accept anything that enters our field of vision, sometimes forfeiting our ability to take a stance on anything. The rapid-fire images metered by two sets of conflicting focuses in one song force us to look at who we are as cultural consumers.
This might be a track about getting pussy, it might be about caring for what goes on in the news and in our neighborhoods. In any event, it’s a song about us. Listen to how they sneak in a hum of Simon & Garfunkel’s “Scarborough Fair“, at the end, which only adds to this reference-heavy call to culture.