HipHopDX Premiere: Inglewood, California’s Natia The God got a co-sign from Earl Sweatshirt early on and soon emerged with 2015’s “The Wrong Way,” which found him celebrating his love of skateboarding and Newport cigarettes. In 2016, he was rapping about the perils of homelessness and the joys of summer, and now, 2017 has him prepping his debut album, 10K Hours. To kick things off, he’s dropped a video for the Al B Smoov-produced “Natia.”
“I just wanted to have fun and say whatever I wanted,” Natia tells HipHopDX. “Muhammad Ali taught me how to talk shit. He knew he was the greatest and made me realize that I couldn’t be the greatest if I didn’t say that I was the greatest. So I guess I wanted to be ignorant for a second.
“The video itself was an experience,” he continues. “We taped it before my performance at Bananas in Leimert Park. Before the show, I got banged on and was like, ‘Nah nah, I don’t do that shit anymore.’ It made me realize how far I’ve come and how much further I’m going to go. As for the beat, it brought out that ‘Paul Wall internet going nuts’ side of me. When I’m happy and content, and can make a song like this, I’m that nigga. A real ass L.A. nigga. This is who I am and this is the place that raised me.”
1oK Hours arrives July 28 on POW Recordings. Watch the Partners In Cinema-directed video above.
