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Written by Aidan Werder
The “Run It Up” video directed by Chidiebere Udogwu (@chifyechi) and Dak Magic is a deceptively simple visual for the catchy lead track off Seddy Hendrinx’s latest project, a seven-track EP titled Sayless. The video, shot in black and white and sprinkled with unique animations and interesting artistic choices features Seddy and G Herbo sporting complimentary ski masks that may or may not be because of the pandemic.
The backbone of the track is a dope, bass-heavy beat from South Carolina super-producer, Jetsonmade that combines a deep trap bass with a soft, low register string melody and delicate, high-pitched piano riffs that create the perfect bouncy foundation for Seddy’s almost-whispered hook. After Seddy walks over the Jetsonmade beat on the chorus and opening verse, G Herbo comes in to deliver a signature verse in that classic Herbo flow.
In a recent interview with The Playground, Seddy revealed that all the features off his latest project Sayless came as the result of organic relationships - an impressive feat given the list also includes Gunna, 24hrs, Jack Harlow, and A Boogie wit da Hoodie. He also noted that G Herbo had been rocking with him for a while and he was excited that they finally connected for the first time on “Run It Up.”
It’s also worth noting that Seddy Hendrinx is a member of the burgeoning powerhouse, Generation Now - the Atlantic Records imprint founded by proven hitmakers DJ Drama, Don Cannon, and Lake - home to a few artists you may have heard of: Lil Uzi Vert, Jack Harlow, and Killuminati.
By all accounts, after the success of Sayless and the rapid-fire pace at which he’s putting out polished, high-quality singles, it’s safe to say that Seddy Hendrinx is the next up out of the Generation Now camp.
Already making noise in the new year with a fire, low-key single “Heart Safe” with the underrated melodic talent, Kirko Bangz - Seddy continues to prove his talent and versatility, showing no signs of letting up in 2021.