Oxnard’s Roc C is preparing to release a new album titled OxTales on Below System Records. To kick off his campaign for the LP, the former Stones Throw artist drops a video for the lead single “Run It.”

The track features vocals and production from fellow West Coast native Jelly Roll (not to be confused with the Nashville-bred rapper who shares the same name). The song and its accompanying visuals also mark the debut of Roc’s character Shade Thrower.

“This song introduces a character I created named Shade Thrower and produced and features legendary artist Jelly Roll,” he tells HipHopDX. “Jelly Roll has definitely been a great supporter in my career and life in general. Working with him and Shade Thrower has been an honor, perfect set off for this OxTales journey to begin.”

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Watch Roc C’s “Run It” video above. Look out for his album in mid-2020.

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