Love it or hate that you love it (which we suppose can be construed as the point of the brand), there’s no denying the impact the still-considered-underground, millennial-coveted brand Anti Social Social Club has on today’s street culture. Starting off as simply a side project by then Stussy Social Marketing Manager Neek Lurk, the labor of love quickly catapulted into one of the most sought-after entities, part in thanks to its sensationally organic and non-traditional viral marketing aaproach—a quick gander on its Instagram account and you’ll see a plethora of personal selfies in support of the brand that makes you feel like you need to get in on that otherwise serious FOMO.
We now get a visual offering of one of Neek’s tracks, interestingly dubbed « I always fuck everything up before I know you. »
While fashion remains a predominant passion for Neek, the contemporary savant has been tapping into another medium of creativity as of late: music. Having dropped a few tastes on Soundcloud of what he’s been working on over the past few weeks for his newly created label Foreshadowing Records, we now get a visual offering of one of Neek’s tracks, interestingly dubbed « I always fuck everything up before I know you. » The music video was officially announced on his Instagram account, and features a portion (you’ll know what we mean) of street culture personality Emily Oberg, along with overlapping shots of poetic metaphors, all shot within the Hollywood Hills. The track itself is slow-burning, soulful take on R&B, not unlike the current sounds of the genre helmed by the likes of (the now defunct) UZi, Gab3 (previously UZi), Yung Lean, BLADEE1000, drain gang and the like.
Having just gotten the ball rolling with his fledgling music career, we’re sure we’ll be seeing much more to come from Neek and his Foreshadowing Records imprint, so be sure to stick around to catch what’s to come, and follow Neek here for more from his end.
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