aware-yellow-watermelon

[Editor’s Note: Two major trends have emerged in the recent history of new media: 1) Music videos are the new music and 2) YouTube is the new MTV. With that in mind and to keep you up to speed with the greatest and latest in this online video category, Tubefilter has partnered with INDMUSIC, YouTube’s largest independent music network, to bring you at least one must-watch music video every week. Turn up your volume and we hope you enjoy the analysis, sites, and sounds. For more Must-Watch Music Video installments, click here.]

This spring, A.ware (also known known as one half of Mach Five) is striking out on his own with a solo debut.

Mach Five is known for a distinct style of melody infused hip-hop represented best on their 2013 mixtape, Art Rap. The first video off A.ware’s new release, “Yellow Watermelon” features much of the same tone and style as the group which he’s a part of, but is distinctly representative of the rapper’s individual moods. According to Pigeons and Planes, the track features a notable sample from Avant. The groovy sample aptly fits the melodic rhythm of A.ware’s lyrics set to the stylistic lush visuals of the video.

The upbeat rhythm and infectious hook of “Yellow Watermelon” are what drives the track and connects the visuals together. The visuals appears to represent a blurry dreamlike state, where A.ware is piecing together a distant evening spent partying with a beautiful ingénue, which makes the title of the his upcoming record Good Morning Midnight all the more poignant. The beat ticks ever upward and as the verses get more emphatic, it adds a sense of urgency calmed only by the brief images of the girl. The clip then culminates with that final blurry image, usually the last thing you remember from the previous night before finally blacking out.

It’s an impressive debut single and video, and the upcoming album is likely to be just as strong.Check out more from Mach Five here and don’t forget to subscribe for all of A.ware’s new content set to release later this year.

Arshan Sadri is the Channel Manager at Brooklyn based, INDMUSIC, YouTube’s largest music Network. He got his start booking comedy and music at the University of Maryland. On weekends he refuses to travel above 14th street, likes to run, and plays in two bands that are just ok. INDMUSIC is YouTube’s Largest Music Network, allowing independent music content creators to monetize their YouTube views without sacrificing creative control or rights to their content.

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