Kerala-born rapper Hanumankind has made a striking return with the release of his latest video for ‘Run It Up.’ This new offering showcases an exhilarating blend of his characteristic rapid-fire verses infused with elements of Indian culture. Collaborating once more with director Bijoy Shetty and producer Kalmi, the video serves as a vibrant homage to traditional Indian martial arts, dance, and folklore, prominently highlighting the cultural richness of Kerala. It embodies an atmosphere of fire, intensity, and festive spirit—everything one could desire in a music video.

The storyline features Hanumankind evading a crowd that mirrors his appearance, symbolizing the relentless challenges he encounters in his career. The video draws significant inspiration from the Kandanar Kelan Theyam tradition, depicting a warrior who rises anew from the remnants of a scorched forest. As flames, chaos, and powerful beats envelop the scene, the parallels between Hanumankind’s resilience and the warrior's resurrection become evident—illustrating a transformative journey marked by strength.

Incorporating traditional martial arts such as Kalaripayattu, Mardani Khel, Gatka, and Tangh Ta, the video presents a visual spectacle that honors India’s diverse cultural heritage. The inclusion of the iconic Chenda drums from Kerala enhances the track, making the rhythms even more captivating. Director Bijoy Shetty elevates the production, crafting a cinematic experience that is both intense and aesthetically pleasing, aligning the visuals with Hanumankind’s direct and impactful rhyme schemes.

Hanumankind’s lyrical approach is straightforward yet powerful, characterized by a rhythm that captures attention. His flow prioritizes clarity over complex wordplay, and the video amplifies this effectiveness. Eschewing the label of “Indian rapper,” Hanumankind confidently identifies as “a rapper from India,” utilizing hip-hop as a medium to engage with a global audience while remaining connected to his cultural roots. With ‘Run It Up,’ he demonstrates that the fusion of Indian culture and global hip-hop can manifest in the most exhilarating ways.

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