Shamir – “On The Regular” Video

Shamir debuted earlier this year with his impressive Northtown EP, which was put out on Godmode Records. He’s now transitioned over to XL (along with fellow new signee Låpsley) and announced that move in a big way with “On The Regular,” his first single for the big-name indie label. It’s a bratty schoolyard dis track that snaps like a rubber band, featuring mile-a-minute rap and a bubblegum-smacking beat. Shamir knows how to switch it up, too: the bridge is a beautifully sung ode to disco diva culture that’s accompanied by a ferocious grin: “Don’t try me, I’m not a free sample/ Step to me and you will be handled/ See, that’s my crown on the mantle and if you try and touch it, yes, there will be scandal.” The video asserts the song’s Shamir-as-king stance, with visuals that pop with color (sometimes literally). Listen below.

The “On The Regular” single is out 10/29 via XL.