After making waves with ‘Big Dawgs’ in 2024, rapper Hanumankind is back with his latest release, ‘Run It Up.’ Reuniting with director Bijoy Shetty and producer Kalmi, the team has once again delivered a visually arresting music video infused with deep cultural significance. This time, the focus shifts from the daring spectacle of ‘Big Dawgs’ to a celebration of Kerala’s martial arts and traditional dance, making for a striking homage to the region’s heritage.
‘Run It Up’ takes inspiration from Theyyam, a ritual performance honoring the deity Kandanar Kelan. Each year, devotees gather from nearby villages to pay their respects, witnessing elaborate performances that blend storytelling with vibrant displays of movement. Hanumankind embodies this warrior spirit in the video, portraying a figure who rises from the ashes, much like the deity himself. The visuals progress through an electrifying mix of chaos and ritualistic fervor, culminating in a crescendo of rhythmic drumming and celebratory energy.
Musically, the track delivers Hanumankind’s signature rapid-fire flow with a beat that complements the intensity of the video. His lyrics reflect resilience and determination, underscoring his journey in the hip-hop scene. While ‘Big Dawgs’ captured attention with high-octane visuals, ‘Run It Up’ presents a different kind of spectacle—one that intertwines the pulse of hip-hop with centuries-old traditions.
Fans have embraced the song for its authentic representation of Indian culture. The video, with its rich aesthetic and dynamic choreography, has sparked discussions about unity and cultural pride. By seamlessly merging contemporary music with Kerala’s artistic heritage, Hanumankind continues to carve out a unique space in the global hip-hop landscape.
