Canadian rapper, Swagger Rite has just unveiled his latest single, and its accompanying cinematic music video, “Sticky,” via Sony Music Entertainment Canada. The slow and brooding track was actually recorded in and ready in 2019, but the artist chose to drop it now given the world’s current state, and large push to end systemic racism.
The Toronto-based Swagger, comments on the song, saying, “‘Sticky’ is not just about the gun violence happening in our city. This song is dedicated to the current times we are living in. We are losing people to ‘sticky’ situations. People not protecting themselves when they are leaving their homes, people dying from this pandemic, Black men and women dying at the hands of the police…..we are literally living in what it seems like the end of times. Being a rapper, I wonder why it feels like I’m being watched….but not protected. They would rather see me in cuffs then help me build in my community. We all have our codes, but I hope one day we can all come together and find human ground. There is no reason for someone to leave this earth by gun violence. I think we can all talk more…figure this out more….. but, I will protect myself and my family. This is not negotiable…everything else…is sticky…but, not them.”
The “Sticky” music video, which was filmed and directed by Rodzilla and co-directed by Troy Crossfield from Crossfield House Productions, was shot at a funeral parlour and highlights both the passion and suffering that promoted Swagger to make the song.
Swagger Rite succintly sums things up, stating, “I created this song and visual long before any of the recent news because these are issues that have always been, and continue to be rampant. We are in times of change globally, and systemic change is needed in Canada to address society’s deep shortcomings. The video was made in an effort to expose and challenge how society can change for the better.”