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Setting the Tone: A Conversation with Bijan of New Tone Studios

One theme that has remained constant amongst creatives is the nature of resilience when it comes to how people shift in the midst of a complicated pandemic and social unrest. Whether it be music, art, or fashion, these cultural industries have all had to find new ways to grow their footprint with new hurdles presented in front of them at any given point. Today we are featuring an individual by the name of Bijan Celani who heads New Tone Studios, a multidisciplinary creative house that tries to tell stories through clothing and other creative outlets. Bijan has put a heavy focus on connecting with artists when they stop in Vancouver, Canada to spread the vision of what he’s built from the ground up. Now there are many brands out there that are started up with these goals in mind, but an underlying driving vision is what separates the top tier from the countless streetwear brands that have come and gone over the past decade. Bijan has been crafting New Tone Studios long before his first piece of clothing was ever sold, the ideas have been in his head. Combining the clothing with elements of music and live events has him …

We’re All Just Falling And Flying – [DWLLRS]

The charming charisma that orbits San Clemente, California duo DWLLRS breathes visual life to their latest single, “We’re All Just Falling And Flying.” Continuing to capture the beautiful beach landscape that has now become synonymous with the duo’s breezy pop-coated surf rock sound, Bren Eissman and Joey Spurgeon tackle life’s toughest emotions and questions with utter grace. Transitioning in-and-out of Super8 filtered effects, DWLLRS invites viewers into a dream-like sequence through hazy camera styles while simultaneously propelling viewers into reality by sharpening the camera quality. In true euphoric, dream-like fashion, DWLLRS story-like songwriting comes to life in the new visual creating a score-like feeling throughout the blissful experience. It’s hard not to be engulfed in the calming warmth this duo create, and yet their music and videos released to date have proven their ability to captivate and comfort. Watch the music video for “We’re All Just Falling And Flying” by DWLLRS below.

95 Madden – [A$AP Twelvyy]

It’s no secret that the A$AP Mob is one of the most-recognized, well-known collectives in all of music. While Rocky and Ferg might be the frontrunners, there are a handful of other artists that make up the Mob, and every member plays a vital role in the group’s success. If you don’t believe me, just listen to either of their Cozy Tapes collaborative projects, because although Rocky or Ferg might be some of the most recognizable voices, all the other members team up and provide some very impactful contributions. One of my favorite members is undeniably A$AP Twelvyy, and I would also say he’s one of the most underrated as well. His flows are constantly new, his voice is full of charisma and personality, and he just has this way about his delivery that differentiates himself from the rest of the collective without sounding even remotely out of place. Back in October, Twelvyy released his album, Noon Yung, a 15-song effort that was filled with old school-influences with new-aged twists, and I definitely feel as if it deserved a lot more recognition than it initially received. Luckily, Twelvyy decided to team up with director Dennis Wilford in order to breathe …

MAZZA – [Slowthai] ft. [A$AP Rocky]

There are very few songs that get write-ups from me twice, but then again, there are very few artists, if any at all, that are like Slowthai. There is just something about him that not only makes his songs captivating, controversial, and compelling, but his music videos seem to push the boundaries far beyond what is normally socially acceptable. Early last week, he teamed up with none other than A$AP Rocky to deliver a brand-new single off of his upcoming album TYRON entitled “MAZZA”. Ever since, I’ve basically had this record on repeat, so when he surprised fans a few days ago with an insane new music video for the track, I couldn’t help but double down and write about the insane and creative visual directed by THE REST. Right off the bat, the way the camera zooms in and becomes hazy and distorted makes you feel as if you’re spiraling deep into an acid trip, which is something I’m sure Thai and Rocky can agree with considering they start acting extremely peculiar out of nowhere after taking a bite out of what must’ve been a rotten apple. Both artists are in their own rooms inside of a hotel, and …

All the Smoke – [Tyla Yaweh] ft. [Gunna] & [Wiz Khalifa]

Tyla Yaweh is an artist that I’ve heard so much about and he’s loved by fans from all over, but I just don’t know much about him. Luckily, he teamed up with Gunna and Wiz Khalifa on his record “All the Smoke” back in December as a single off of his highly anticipated new album RAGER BOY, and I had no choice but to listen up. I’m beyond glad I did because although I had heard a few random songs of his in the past, he definitely has such a unique voice that is as dexterous as it is artistic. This is why when I saw that he teamed up with director Chris Villa to bring this single to life, I knew I had to tune in and peep the visual as soon as I found a spare moment. It seems to open up on some sort of bank getting robbed as a security guard gets beat up and luxurious cars speed off in the rearview. A masked figure hits the vault with a couple of accomplices in order to bag up as much cash as possible while they rush through the corridors, and although it might be obvious, it …

Armed & Dangerous – [King Von]

2020 was obviously an extremely difficult year for pretty much everyone, but music fans had a few losses to make the year even worse, and those wounds aren’t going to heal for quite some time. Although losses are never easy whatsoever, it seems like the talents that passed away way too soon were some of the hardest working individuals in the industry, so they left fans with copious amounts of unreleased music to help continue their legacies. As for King Von, he was rapidly becoming one of the most prominent voices in all of Drill music before his life was stolen away, however it seems as if some of his insane stories that unfolded in his music alluded to the dangers and hazards that have crept up on him throughout his life. Most recently, Von’s estate decided to share an unbelievable new Jerry Production-directed music video for his latest album Welcome to O’Block’s opening track “Armed & Dangerous”, produced by Chopsquad DJ. While it’s not a surprise that Von painted lyrical pictures with his words, it never fails that his visuals do an absolutely remarkable job of bringing these lyrics to life. With this record, Von begins taking out the …

Executive – [iivrson]

Earlier today I was searching through YouTube looking for some new music, and I was excited to find this artist named iivrson, who recently dropped a new music video for “Executive”. There were several elements of iivrson that stuck out to me; his unique image, how well-directed his videos are, and his one of a kind whispery flow, just to name a few. The idea behind this music video was definitely interesting to me, based on being an executive and dealing with major record labels, it made for an entertaining visual, to say the least. I hope to keep hearing new material from iivrson this year, but for the time being, get familiar with him by pressing play below! Produced by Archer • Directed by Jeremy Baiden & NotMiketate

Ion Know – [Lil Moe]

Lil Moe is a teenage rapper that’s based out of Chicago that’s been taking the scene by storm. I know I say this every other month but I think it’s amazing how far advanced these teenagers are with creating and structuring music. Lil Moe is a 15-year old whose videos are unfiltered and depict his life on the streets, and are garnering millions of views across YouTube. On “Ion Know,” Moe flexes on his ops with the city as his backdrop, while establishing himself as the next big thing in the Chicago rap scene. Moe embraces the Chicago winter with war-ready verses over a thumping melancholic drill beat with his homies. He’s a visuals artist as the majority of his traffic derives from his YouTube drops, but once this success transfers over to the DSPs you could see Moe skyrocket in popularity. Watch Lil Moe’s new music video for “Ion Know” and give your opinion after the break.

Widebody – [Lucki]

I’ve mentioned it copiously before, but Lucki is one of the most prolific and storied emcees in the entire underground music scene not only in Chicago but in the whole country. While ignorant outsiders might look at his music as a half-spirited effort that contains little substance, true Rap fans recognize the emotional journey and struggles that consume Lucki within every single record he releases, and the monotone qualities of his voice just further emphasize the numbness he feels after constantly having to deal with his inner battles. Thankfully, to round out the end of last year, he ended a terrible 2020 on a high note with his extremely powerful EP The World is Lucki’s. Although this effort was only 3 songs long and barely lasted 6 minutes, every square inch of the EP was as Flawless as Lucki’s Twitter handle would suggest, bringing us back a few years to a more classic sound with a twist that was provided by a new and constantly growing Lucki. Out of the trio of records on the project, the middle song “Widebody” truly caught my attention, partially because one of my favorite producers ever, Brent Rambo produced it, but also partially because …

Guillotine – [Pi’erre Bourne]

Not a single day can pass of speaking about the pioneers of the rap game today without mentioning the artistry that stems from Pi’erre Bourne. The 27-year-old rapper and man of many musical faces has been destroying the game for years now and has definitely become a household name. From producing hits for Young Nudy, Lil Uzi Vert, and dozens of songs for Playboi Carti (most recently on Whole Lotta Red), Pi’erre Bourne has crafted a sound that has been duplicated by many, but never comes quite as close as the original pocket that he has birthed and mastered. While many people are well aware of the production he has and can do, a lot of people tend to forget the fact that he did start out as a rapper. Releasing tons of freestyles and The Life of Pi’erre projects independently, lots of it went unnoticed and overshadowed by his amazing production he has been dishing out. It goes without saying he’s had a hell of a career thus far, but he is far from being done yet. Releasing the latest visual from his The Life of Pi’erre 4 album, he is back premiering another smash from the album, “Guillotine”. Without a doubt, Pi’erre …