Joe & Box drop the first video from their debut album, Never Grow Up.

While I somewhat dislike the term “conscious rap” due to the limitations it puts on artists, because let’s face it–a bit of sophisticated ratchet can be fun!–I’d much rather listen to “conscious rap” than the dumbed down, repetitive stuff on the radio, any day.

Enter some artists that I’ve just discovered–Joe & Box, and Charlie X.

They refer to themselves, their friends, and their fans as The Swines; a group of open-minded, unique individuals who live by the phrase “F-ck Being Ordinary”.  The Swine logo is a flying pig, used to represent accomplishing the impossible, based on the old saying “When pigs fly.”  The Swine ideals are found throughout Joe & Box’s music as they rap about things like refusing to be ignorant, refusing to conform, and never growing up.  They also rap about Box’s older brother, Justin (Jskii), who introduced the dynamic duo to the art of rapping.  Sadly, Justin overdosed on heroin in 2011.  The pain felt from the loss of their mentor is evident in their music.  It’s also the reason they, unlike so many other rappers, refuse to advocate lean, pills, and any other “hard” drugs.

“F-ck lean and f-ck pills; that stuff kills the youth,” Box raps on “Splinter.”

Smart lyricism, timely delivery, and a solid beat make  ”Splinter” an incredibly impressive record–there’s even mentions of a Kindle (reading, yes, please…pick up a book!).

In the words of the late great Biggie, “Dumb rappers need teaching.”

These guys just might school you–even their visuals are thought provoking, reliant on the adept use of metaphorical prowess that “smart” hip hop is known for.

In the video, the pair are unknowingly held captive by a masked man in a suit.  They’re unaware that a world exists outside of this prison, until they find a rip in what was seemingly a black abyss.  Once they awaken to the truth, the decision is theirs to make:  Stay in the “safe” prison, or venture out into a world where although dangerous, anything is possible.

Watch & listen below.

April Dawn (@scarlettsinatra)