The Tongue has just made history with the music video for his latest single “Never Going Down”, taken from his currently available fourth album Hard Feelings. The veteran Elefant Traks emcee has become the first ever Australian artist to make use of the technology necessary to produce a 360 degree video, joining the likes of The Weeknd, Squarepusher and Bjork as artists who have released such progressive visuals this year. The video was produced by Cinemersive 360 and directed by Josef Heks and Shaun Dougherty.
“Never Going Down”, which is lifted by a soulful Ngaiire, has The Tongue sounding as sharp as ever, rhyming with an impenetrable confidence over a trap-inflected, mid-tempo production. It’s dope enough as it is, but the video takes to a whole new level, featuring numerous incarnations of the emcee rapping in a cypher-like circle in a large, open-space warehouse (Work-Shop in Sydney) as a masked man silently stalks each one. Though, the real magic happens when you click and drag the video, and with so much going on in the video – thanks to said masked man – you can choose what to focus on, presenting you with several different ways to experience the clip.
The clip must be viewed using Chrome, Mozilla, or a Facebook video player. If watching on iPhone 5/6 it’s best to use the Facebook app. If watching on laptop click screen and drag to change view, if watching on phone move handset to change view.
Hard Feelings is available on iTunes HERE
“Hard Feelings” Tour 2016
Friday February 5th – Transit Bar, Canberra
Friday February 12th – Mojo’s, Fremantle
Saturday 20th February – Newtown Social Club, Sydney
Saturday 27th February – Shark Bar, Gold Coast
Friday March 4th – Revolver, Melbourne
***With more dates to be announced***