While this may mark his debut at the DopeHouse, Minneapolis rapper/producer Ecid is no newcomer to the rap game. With over a decade in the game, he epitomizes what it means to be an independent artist, and the press release for his new album Pheromone Heavy best captures what its like to describe him: “Operating on the fringes of rap music for close to a decade, with no co-sign, no angel investor, just an undeniable passion for contributing to the ever changing hip-hop landscape.” Makes sense, as Ecid hails from the same state that gave us Rhymesayers Entertainment – who have been going strong for two decades!
With a March 3rd date set for Pheromone Heavy (Fill In the Breaks), the DopeHouse was given the green light to premiere the album’s latest visual for “Counterfeit Dreams” which shares a story of struggling actor Gravin McCoy as he finds himself transformed into a star in the aftermath of a successful suicide attempt.
Driven by the thesis that “the ideal American man is a dead American man,” Director Merceis May had the following to say about the video:
“I laughed at the name dropping the first time I heard the track; I thought it was a clever statement on how misguided people’s idea of what it means to be cool or successful has become for our generation. The more I listened, the more obvious it became that to do the song justice, the video would need to expand on Ecid’s gleefully sarcastic POV, and that’s where I homed in on the notion of making a statement about America as a death culture. I became obsessed with the idea that in a world of Paul Walker’s and Marilyn Monroe’s even sex appeal seems hopelessly shackled to our mortality and proximity to danger if not death; it struck me that the perfect American man, would also have to be a dead American man.”
Watch Ecid’s sarcastically hilarious animated video for “Sign Me Up” below.
Clocking in at sixteen cuts and featuring the likes of Vonnie Kyle and Louis Logic, the new LP will be made available both digitally and physically – pre-orders are available now on iTunes.
