U.K. rapper and producer Baron Von Alias is bringing two distinct perspectives to his latest releases, “Run It Up” and “Better Know.” The singles arrived July 31, pairing the London artist with respected names from hip-hop’s underground and soul traditions. Together, the records explore ambition, perseverance, identity and legacy. “Run It Up” features Detroit lyricists Elzhi and Guilty Simpson alongside vocalist Keisha Shontelle. Baron Von Alias produces the track under his Steesh alias, while DJ A.D.S. supplies the cuts.
The production leans cinematic, built around ominous strings, choir textures, heavy drums and futuristic synth bass. Elzhi immediately connected with the record’s atmosphere.
“To me, the instrumental sounded like the score for a sci-fi movie,” Elzhi says. “I wanted to match that energy not only with the writing, but also with technique.”
Guilty Simpson brings his trademark intensity to verses addressing loyalty, corruption and music-industry pressure. Shontelle provides the song’s melodic center with its persistent “seven days a week” refrain.
Baron describes “Run It Up” as a statement about persistence rather than validation.
“At its core, ‘Run It Up’ is about refusing to allow anyone else to determine your ceiling,” Baron says. “You keep showing up, raising the standard and moving forward.”
The second single, “Better Know,” shifts inward. Rapper Big Pooh and Darien Brockington join Baron on the Khrysis-produced track. The soulful record asks listeners to examine identity before pursuing wealth, recognition or status. Its verses focus on purpose and the legacy people ultimately leave behind.
“People spend so much energy trying to become somebody else,” Baron says. “They sometimes forget to discover who they really are.”
“Better Know” transforms that idea into a broader question about self-awareness. The track asks listeners to consider what they value and how they want to be remembered. With “Run It Up” and “Better Know,” Baron Von Alias bridges U.K. creativity with Detroit and North Carolina hip-hop traditions. The two singles reveal an artist focused on both forward motion and lasting impact.
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