Today, Day Sulan and D3szn cement 2021 as the year of 4Hunnid Records with the release of “Hit ‘Em Up,” a high octane collaboration with the label imprint’s head honcho: the multi-platinum Compton native YG. The music video, featuring appearances from all three recording artists, also makes its debut today.
“Hit ‘Em Up,” the first 4Hunnid release of the year, capitalizes on the momentum created by Day Sulan and D3szn to end 2020, showcasing YG’s effortless knack for anthems simultaneously. Despite the song title’s homage to the phrase immortalized by the legendary Tupac Shakur, YG and company take clear inspiration from the omnipresent drill movement that’s quickly gripped the 2020s.
The result sparkles. YG’s slurred but sharp delivery blends perfectly with the song’s uneven rhythm, and his proteges respond in kind.
Bold and full of energy, Day Sulan and D3szn take center stage next to YG in the accompanying music video, set in an underground boxing event. Quick cuts and shadowy lighting mark the three-minute long feature, casting the 4Hunnid trio in a frenetic energy — a fitting backdrop for their sinister performances.
Day Sulan, a fellow Compton native, enjoyed a fruitful 2020 that saw her establish a foothold as a solo artist under YG’s tutelage. It included a ferocious collaboration with Rubi Rose, “BIG,” which has surpassed 1.5 million music video views on YouTube. D3szn, the most recent signee to 4Hunnid, is coming off an appearance on YG’s latest studio album, My Life 4Hunnid, beside none other than Lil Wayne on “Blood Walk.”
For in excess of two years, YG has placed a noted emphasis on the development of his 4Hunnid empire, from its artist roster to an apparel and merchandise line. With moments like the triumphant “Hit ‘Em Up” video, the collective seems primed to cash in on that potential strategically.
© 2021, Seth "Digital Crates" Barmash. All rights reserved.
