Love it or hate it, there's a new generation of artists — such as Ghostemane, City Morgue, Kid Bookie and Dana Dentata — aggressively blurring the lines between hip-hop, metal and hardcore. Some choose to call their raucous, bass-heavy brand of music "trap metal," others decline to apply any genre tag to it. One artist who is approaching the current wave of rap-rock crossover from a totally unique perspective is SoCal's Gvllow, who, rather than drawing on Aught's nu-metal and emo like most, pulls elements of Eighties goth, post-punk and death-rock into his eerie, dance-floor-ready brand of heavy hip-hop.
Released in April, Gvllow's self-titled debut album features an array of guests that speak to the rapper-producer's hydra-headed approach: GothBoiClique associate Brennan Savage, on the bleary "Dark Night," but also punk-rock veterans Jack Grisham of T.S.O.L., on the rager "Centipede," and Travis Barker of Blink-182, on ripping closer "Isolation." Those tracks slap, but the standout cut on the LP might be "Johnny Cash," which rides a sinister, fright-flick-ready beat while shouting out not only the Man in Black but also the Germs' Darby Crash in its lyrics.
Today, Gvllow has teamed with Revolver to premiere the new music video for the song, which features a striking, retro black-and-white aesthetic — plus a snarling demon straight out of an old-school horror movie. It was shot by Blanco Pages and edited by Illview. Watch above.
"This video was inspired by my fascination and appreciation for vintage music, black-and-white movies and imagery that I found to be very beautiful," Gvllow tells us of the clip. "Johnny Cash was an icon and was, in my opinion, a perfect metaphor and symbol to set the tone for who Gvllow is, inside and out."