The hallmarks of success in the music industry can be measured by material goods or clout, but you haven’t truly made it until your art rips people apart like some kind of horror movie. Vancouver’s So Loki released their video for “Athlete’s World,” and it depicts frontman Sam Lucia and producer Geoffrey Millar as some kind of transcendent, reality-breaking beings. Directed by Lucas Hrubizna and produced by Madeleine Davis, the video shows surreal suburban life run amok as a man mentally breaks while his wife pursues a hip-hop based relationship with the musical duo, So Loki. It’s charming in a nightmare kind of way. The lyrics paint a simpler kind of success, as Sam raps, “First time I ever make a mill/ they gon call me Daddy Mufasa.”
“‘Athlete's World’ is a real story,” Lucia wrote to Noisey about the lyrics, “First time I ever made a bill I copped some PRO-Keds and a Nike zip up so I could be like those Iooked up to at the time. Coming full circle, it's crazy to see how we've changed since we were young. We went from broke boy visions to running the new Vancouver sound and that shit still amazes us daily, bet.”
Devin Pacholik fears So Loki could be lurking around every corner. Follow him on Twitter.
Vancouver hip-hop becomes a Stanley Kubrick-like horror movie in the duo’s new video.