British emcee Akheim Allen upgrades his lifestyle in “SIR” video

British emcee Akheim Allen has fashioned himself to be someone who's addressed as "sir" instead of "hey, you" on his new song "SIR." In the B2 Creative-directed video for the hustler motivational song, Allen grinds his way from humble beginnings to something a little more lush. No longer sleeping on a basic couch, he goes to lounging with the beautiful women on high-end furniture. Even the whirling beat from producer O12 sounds and feels like a fast passage of time, simulating his arrival at a new upgraded lifestyle.

Thumbnail credit: Ivor Alice

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