PREMIERE: Rich Lou “No Plug” Video

“Where I’m from it’s nothing but crabs in the bucket, so you gotta stand on your own,” says Rich Lou, the New York–based producer who’s worked with the likes of French Montana, Chinx Drugz, Jim Jones, and Fat Trel. Lou recently begun putting out his own records, the latest of which MASS APPEAL proudly premieres today.

“No Plug just reminds me that nobody’s gonna give you a handout,” says Lou. Shot on location in New York City, the Joseph D’Aleo–directed video finds the artist posing with the infamous “money phone” that Jay-Z famously criticized on hit single “The Story of O.J.” The same Page Kennedy went on to defend the practice on his remix of the song.

Wherever you fall on this particular debate, there is no knocking the hustle of a real youth who finds a way to “put myself on.” Check the visuals up top and respect the grind while you’re at it.


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