After a two year hiatus, heralded Los Angeles hip hop duo TiRon & Ayomari return with a new song and video for “It’s A Trip,” the debut single from their forthcoming album WET. The album title is an acronym for Wonderful Ego Trip and the video uses water as a metaphor for society’s consumption with being self absorbed.
The fun, summertime-themed short captures the emcees selling water bottles from an ice cream truck and TiRon dipping his Chuck Taylors in the pool. “The video is about how everyone is addicted to the ego — members of religious institutions, law enforcement, everyone. No one is exempt,” TiRon and Ayomari say about the clip directed by Karl Richter for Cynical Smile and produced by Tim Birkhofer. “We are the suppliers of our ego, and we are currently overdosing.” The track is produced by The Flavor, comprising TiRon, Ayomari and TheeKidSpex.
The group who has collectively released more than a dozen solo and collaborative projects and have been celebrated by the likes of Mass Appeal, 2DopeBoyz, The Source, and KTLA 5, released their last album, The Great New Wonderful LP, in 2015.
WET is due out this fall. “The album is about our individual and collective superiority complexes that aid to the destruction of our habitat,” the group says. “Our world is ego tripping as a collective right now, and many of the personal hardships in our lives are tied to this egoic state of mind we all operate in.”