Queens General Rinchere Calls Out Contradictions on His Reflective New Single, “The World Watching”

Throughout the years, Hip-Hop has gone through an infinite amount of facelifts and changes that have made it unrecognizable to some who witnessed it in it’s infancy. On one hand, this has spawned a bunch of wonderful sub-genres that have provided the culture some of our most beloved icons. On the other, we’ve seen an influx of bad influences seep into the core ideals of many rappers, creating a dangerous environment. Hailing from Queens, rising rapper Rinchere touches on this perfectly in his engaging new video for, “The World Watching.”

Directed by Var Brown, the video starts off with Rinchere in his normal attire, kicking off the song with a twist on the an iconic line with, “If I shoot you, I’m brainless… Matter a fact, I might become famous,” which sets the tone for the rest of the record, as his attire switches to a more familiar look for today’s rappers. Sporting dreads, face tattoos and a stack of money to his ear, Rinchere raps with precision about the contradictions that many rappers portray in music today. Utilizing a nostalgic flow mixed with some modern improvements, he spends the record completely dissecting the state of modern Hip-Hop in a non pretentious way, complete with a hilarious video to match.

Take a peek at the video below and get familiar with Rinchere, who’s next project drops on April 22nd.