First Listen: Z H I N O 'Can I Talk My Shit?'

The 21-year-old self-taught producer and rapper from Croydon South London embraces a comprehensive vision from his beats to directing his music videos. Beyond his holistic approach of self-expression through music, he offers an alternative narrative to the perception of South London. He challenges the stereotypes associated with his hometown, “People talking about, I don't know, being “on road” or doing certain shit they don't want to do to protect their family or friends or whatever. Whereas my perspective has always been the other side.. trying to navigate the struggles of that”. 

Artistic Perception

In terms of the style of rap I make, I’m just big on what feels genuine and what feels honest. It’s more of a personal connection. I think 50% of that expression is already done with the beat, and the other 50% is articulating that with words and marrying that perfect balance. I rarely ever collaborate, but it's just because I'm very hands-on when it comes to visual stuff like that. Most of the time I control creative direction, do my treatments, and even scout locations. I'm down to collaborate but I need to have a hand in it somehow.

Z H I N O tells me his inspirations range from hip hop artists like 50 Cent, mesmerised by his talent to write chorus’ and produce songs that say so much in so little words. Additionally, Ghetts and JME are mentioned as current dream collaborators for the artist. He utilises his music to hold a torch in South London among the negative reputation held against the area, “In the UK, it feels like I have to dig to find out where rappers are from sometimes. It was a perfect opportunity because, from a publicity standpoint, I know people think of Croydon and think the worst. It’s something I've wanted to do but in the right way for a long time, it’s a big part of my identity. I wouldn’t rap how I rap if I wasn’t from here”. 

Visuals

Speaking on the 'Can I Talk My Shit?' music video, Z H I N O professes, “It was the most hands-on I'd say I've been. This was my chance to prove myself.” 

He describes the concept behind the visual, “You don't really have a sense of danger as a kid like it's just you feel like that and so you have a humbling experience or you're introduced to fear. I feel a sense of confidence where I feel like nothing can happen to me and the video is just articulating that everybody else is going through shit. My brain kind of switches between expressing artistically rather than speaking, it feels like it's forcing its way out spiritually. The beat won't even be finished and lyrics come in, and I just start writing, finish the beat and by the end of the session I’m sending it to the people I care about and get the reception.”.

Z H I N O places his struggles, vexations and losses into freestyles and curates stories that live in his music videos for listeners to relate to. More recently working on integrating facets of love in his songs, he touches on what’s to come for the year ahead. “I’d say more honesty, character and variety this year and some of the weirdest and raw perspectives you’ll ever hear, from the UK at least”.

Watch the video here: https://www.youtube.com/watch?v=fDoJmcK5nLM 

Listen here: https://open.spotify.com/artist/4Aix03YHxiAqiGUm44XRmI?si=NxSmy3_cR5y7ev8wszFY_A