In his new song and video for “TIME AINT ENOUGH,” premiering today on The FADER, New York rapper MIKE and friends are in the celebratory mood. In the clip, which comes alongside the announcement of his new project Black Soap, MIKE and friend and artist Darryl Johnson portray black soap salesmen, urging others to work hard, but not lose sight of the importance of loved ones. At the end of a long day workday, and what looks like a big win, their own loved ones trickle in to turn up in honor of their accomplishments.
Recorded and filmed during MIKE’s recent extended stay in the UK during which he was reunited with his mom, the track is upbeat and clink-sprinkled, produced by Johnson with instrumentation from Standing On The Corner. The happy bop is upped another level by MIKE’s optimism: “This a deep fountain/ Throw a penny in it/ Made a wish to get a cup and throw some Henny in it.”
When asked about the song and video, MIKE shared this quote from his mother, in her first language of Yoruba: “‘To gun tia dagba po awon ti o ni okun si ti o si lagbara julo ti a di’ — the longer we grow together, the stronger and tighter we become. ‘Time Ain't Enough’ is supposed to represent a celebration based on reuniting — with my mom, with my people and with more clarity." Watch the video for “Time Ain’t Enough” above, and below check out the project art and tracklist for Black Soap, out May 25th.
If you’re in New York, catch MIKE live tonight at the New Museum's free Teen Night show, and next week at RBMA’s RAMMΣLLZΣΣ show and NYU’s Strawberry Festival.
Black Soap project art by AINT WET.
Thumbnail single art by AINT WET.
