Atlanta native Niko Lvov, aka Just Neeks, has been rapping and composing music since the age of 15 after his father gifted him his first interface and microphone. Since graduating from high school, he’s been networking with other aspiring artists and producers, all the while developing his sound in an East Atlanta basement studio he shares with producer/engineer/musician Niles Built (Higher Learning, HIKU). Although his debut album isn’t scheduled to come out until later this year, today we have the premiere of his debut single and video, “93.”
Gliding over Niles’ head-nodding beat, Just Neeks maintains a buoyant flow heavy on melody and atmosphere. There’s some swagger to his style, for sure, but it’s more self-assured than cocky. Overall, his first effort is an aspirational cut about following your dreams and putting in work that leans on a simple but devilishly catchy refrain: “Until I get it right, homie, I’ll be grinding day and night.”
Directed by Jason Lindner of Highdeas Productions, the video bolsters the song’s themes of ambition by setting the rapper atop an Atlanta high-rise overlooking downtown. As metaphors go, it’s pretty direct, but Lindner’s slick editing keeps the action brisk and compelling.
Watch/listen above.
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Instagram: @itjustneeks