Legendary hip-hop pioneers Run DMC have teamed up with A-Trak for something brand new. The collaboration was announced today and is part of adidas’s “Unite All Originals” campaign. Details of the project weren’t released but this behind-the-scenes video gives us a taste of what’s to come.
While some collaborations seem contrived and gimmicky, this one makes a lot of sense considering A-Trak’s role in blending hip-hop and electronic music, and Run DMC’s role in blending rock and roll with hip-hop.
In the video, Reverend Run and DMC break down why it’s important to innovate and develop new sounds. DMC proclaims, “everything outside of hip-hop allows me to be hip-hop” and Rev Run reminds us that “hip-hop is actually made up from other genres” and that “it was always a mosh…we had to find records, and rap over them.”
We look forward to hearing more and will post details when they’re announced.
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