Hunts Point, Bronx rapper Kemba (formerly known as YC the Cynic) has finally dropped the video for “Already,” a standout track on his newest album, Negus. Since the album’s June release, it has received praise for Kemba’s lyrics, delivery and beat selection from the likes of Spin and The Needle Drop, and Fader has called Kemba “the lion-hearted rapper who won’t give up.” After receiving attention in December for dropping a scorching freestyle on Real Late with Peter Rosenberg, Kemba is back with visuals for “Already,” a track that shows his progression from relaxed, boom-bap aficionado to modern lyrical genius.
A video that seems dedicated to all things New York, “Already” highlights the lifestyle of today’s Bronx youth. The video documents a night out, from hopping turnstiles to rapping in front of lantern-clad Chinatown restaurants. During the video, Kemba’s crew pays homage by busting out Bobby Shmurda’s “shmoney dance” and makes a pilgrimage to Nom Wah Tea Parlor in Chinatown’s “bloody corner.” From turning a bus or subway ride into a party to tossing dice in a bodega, Kemba shows dedication to his city and his squad. When he raps “we been wearing timbs twenty years ni**a still in the trenches” backlit by a Chinatown alley, Kemba establishes himself as one New York’s most exciting new talents. No wonder Kendrick Lamar brought him on stage and declared, “Remember that mufuckin’ name, Kemba.”
– Zach Tippit