Heems released new album 'Eat Pray Thug' earlier this year to outstanding acclaim, with the former Das Racist figure achieving a renewed sense of focus.
With a string of tour dates planned, Heems has stepped in to direct the clip for album highlight sometimes.
The themes of race, beauty and self-worth are universal, but the video owes its origins to a specific issue – namely, the practice in India of skin-lightening.
Heems explains: "'Sometimes' uses a narrative revolving around an infomercial to create a commentary on race in not just the U.S. but India as well. As recently as 2010, the skin-lightening cream industry was worth $432 million in India and growing at 18% annually. Following in the footsteps of films like Kumare, the video also takes on the trope of exotic, spiritual Indian gurus in the West."
Also featuring Adult Swim's Eric Andre, Broad City's Hannibal Buress, and Heems' former Das Racist bandmate, Ashok 'Dapwell' Kondabolu, you can watch 'Sometimes' below.
Buy Clash Magazine
Get Clash on your mobile, for free: iPhone / Android