profit aaDespite having been born deaf, South-East London Hip Hop artist PRofit has long been driven by a love of wordplay and a passion for music and he returns on 22nd June with his latest single, ‘Electric Smile’. We’ve teamed up with him ahead of that release to exclusively premiere the video for the track which you can watch in full below.

Produced by Scottish artist Ekizel, ‘Electric Smile’ is a chilled traditional Hip Hop track laced with hypnotic keys and a dainty little melodic break, reminiscent of something you might hear in Charlie and the Chocolate Factory, which gives the song a playfully cheery feel.

Rappers Serocee and Mystro, favourites of BBC Radio 1 DJ Toddla T and 1Xtra’s Charlie Sloth respectively, offer additional verses demonstrating their lyrical skill, as well as upcoming singer-songwriter Zoe Evangeline, whose vocals fuse perfectly with the harder verses. The three artists combine with PRofit’s dexterous flow and masterful wordplay to great effect, creating this infectiously laid back track.

The hugely imaginative video is also a delight to watch and the beautifully artistic concept adds to the charm of the track immensely. PRofit is clearly an artist who likes to put across an exciting visual as well as great music, something which should definitely be celebrated when there are many artists out there churning out the same old standard thing.

Talking about the video, PRofit told us, “I stressed to the Director (Rhodri Davies) that the overall feeling of the video had to be fun and something different to the usual Hip Hop video produced. Whilst bouncing ideas around for the video, Rhodri suggested we combine animation with recorded footage of the artists in order to add a different layer to the visuals and allow the artists to flow seamlessly in and out of their parts of the track whilst allowing the animators the freedom of creativity with regards to the environment.”

‘Electric Smile’ is PRofit’s first release since last year’s ‘True Colours’, a cut that was picked up by the likes of superstar DJ & producer Diplo and Kiss FM’s Shortee Blitz and with a brand new album set to be released in the near future, expect to hear a lot more from PRofit very soon.

Let us know what you think of the video on Twitter and Facebook and make sure you keep up to date with all the latest from PRofit by following him on Twitter and Facebook.

Matt Tarr

Matt Tarr

Matt Tarr

Urban Music Editor
With grime and hip hop being major influences on him growing up in South East London, Matt's passion is urban music but over the years he has gathered a hugely diverse taste, ranging from Wiley to The Smiths by way of Machine Head, that has made him a very open minded individual.
Matt Tarr