Watch The Range’s “Florida” Video:
This week The Range released a new video for his track “Florida“, off the LP Potential out now on Domino. Directed by Andrea Allen, the video employs a 360° perspective. Shot on a rooftop, and featuring a gaggle of dancing kids, “Florida” allows the viewer to pan around the video’s 360° environment as the kids dance and play. Make sure you’re running up-to-date versions of Chrome, Firefox, Opera, or Internet Explorer on your desktop and you can change the video’s perspective by clicking and grabbing the screen. If you’re watching on your phone, make sure you have the latest version of the YouTube app for Android or iOS.
Potential came out in late 2016. As The Range’s James Hinton explained at the time, it was influenced by unknown rappers and vocalists that he’d discovered via YouTube. Most of the videos that struck the NY-based producer only had a handful of views at the time. But, Hinton was drawn to the risk it took for these young artists to post their work, as it represented to him the desire to change and improve their circumstances. Even when nobody seemed to be listening.
Superimpose is a documentary written and directed by Daniel Kaufman and it focuses on the back story behind the young artists that contributed to Potential. Traveling between Hinton’s home in NYC, as well as the UK and Jamaica–where the film catches up with vocalists like kruddy zak, Naturaliss, and Ophqi, to name a few–the documentary is a powerful reminder of the importance of creative activity in the process of one’s self-discovery.
