It was just under a year ago when we first introduced you to South Carolina emcee Matik Estrada through he and producer Childish Major‘s first collaborative single, “Focus.” Matik’s rapsy, soulful delivery and refreshingly meaninful content caught my attention from the jump, and after hearing some unreleased music, I assured readers to be on the lookout for him in 2014.
It took a few months for him to get the ball rolling, but earlier this week, Matik and Childish released a video for their latest cut, “Family Matters,” the first single off their upcoming EP Community Service. Directed by Goodwin, the video takes it back to the pair’s country roots in Edgefield, South Carolina and finds Matik reflecting on life in the vast openness of the outdoors. It’s a heartfelt record with a warm visual to match, and with his family—and later a slew of his friends—making appearances as Childish croons softly on the hook, the result is a product that feels strikingly close to home for listeners and viewers everywhere.
Watch the clip above, and stay tuned for more. Community Service drops August 15th.