Ef the Third is a Pretoria-based rapper with big dreams. His latest single, “Phone’s Poppin” highlights his hustler’s spirit – playing heavily on pop rap, the American rap culture-influenced song sees the rapper flexing his ability.
“Phone’s Poppin” ticks all the boxes of what makes aspects of contemporary hip-hop popular with a well produced beat and catchy hook. “Phone’s poppin, birds flocking” is both memorable and serves as a clever entendre saying “business is going well” and that, well, he has access to many women. The song tells a tale of a man constantly winning, with his phone ringing nonstop with opportunities to make money.
The age-old hip-hop tale is accompanied by a music video shot in Kafue, Zambia. The video shows the vibrancy of the village through the rapper’s navigation of it. He is shown delivering bars in the backdrop of local shops, interacting with the community. Parts of the video shows the town’s beauty with an overhead shot of the highway and its surroundings. The video’s highlight is in how it conveys community.
“Phone’s Poppin” follows trends, it does not push any boundaries, but that’s not necessarily a bad thing. Heavily leaning on what has worked in hip-hop over a long period of time, Ef the Third delivers something well worn and comfortably familiar.
Feature pic supplied by artist
