When we first came across Jimmy Prime, back when he was still known was Jimmy Johnson, the young Torontonian had a fresh braid-up and a crew that rolled hella deep. But a year later, he's switched up his style, musically and otherwise. In the video for "Cant Stop Myself," premiering on The FADER today, Jimmy has a perm, a VFILES-ready look, and a bright-red ATV that he takes for a solo ride through the streets of Toronto. The Tristan Prime-directed video is oddly soothing, just like the song it illustrates.
Here's how Jimmy explains the video's forward-looking steez: "I didn't want a predictable rap visual for this video. I wanted it to be totally unpredictable while still sticking with the theme of the [project's] campaign," he told The FADER. "To me, this video is more like a long extravagant commercial for the whole campaign. It's just the beginning, though."
Zone out to the visuals above, and check out the rest of Jimmy's Block Boy project here. He's also announcing his debut show as Jimmy Prime, on August 27th at The Hoxton in Toronto. Tickets are available in-person at Nomad or via Ticketweb.