NEW MUSIC | ROC NATION AND KOFFEE DEBUT “THE HARDER THEY FALL” OFFICIAL MUSIC VIDEO

By Rishma Dhaliwal • On What is New

Roc Nation and Jamaic­an reg­gae sing­er, song­writer, rap­per and DJ, Kof­fee have released the new music video, “The Harder They Fall,” a mul­ti­di­men­sion­al visu­al cap­tured against the back­drop of a deser­ted West­ern town inspired by the film. Premiered on BET Soul and BET Jams at 9 AM EST, Koffee’s release arrives from the explos­ive The Harder They Fall ori­gin­al soundtrack released earli­er this year.

Dir­ec­ted by child. (Doja Cat’s “Woman,” Jan­elle Monae’s “Turntables”), the video opens with a scene of a horse­back gang over­tak­ing the city, layered under flick­er­ing close ups of Cher­o­kee Bill, Trudy Smith, and Rufus Buck. The visu­al then pans in on sleek sil­hou­ettes of Koffee’s rhythmic dan­cing inside a rus­tic wooden build­ing, over­laid with elec­tri­fy­ing dance per­form­ances don­ning west­ern gar­ments and cap­tiv­at­ing action scenes from the film. Kof­fee, styled in 2021 Bot­tega Ven­eta, rides into the city for an ener­get­ic saloon per­form­ance before clos­ing with a dazzling solo shot singing under moon­light — all while encircled by the pro­lif­ic Compton Cow­boys.

Listen to ‘The Harder They Fall’ Offi­cial Soundtrack

https://stream.umusic.com/the-harder-they-fall-soundtrack

 Watch ‘The Harder They Fall’ on Net­flix

www.netflix.com/thehardertheyfall/

Fol­low Kof­fee

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Rishma Dhaliwal

Edit­or / PR Con­sult­ant at No Bounds
Rishma Dhali­w­al has extens­ive exper­i­ence study­ing and work­ing in the music and media industry. Hav­ing writ­ten a thes­is on how Hip Hop acts as a social move­ment, she has spent years research­ing and con­nect­ing with artists who use the art form as a tool for bring­ing a voice to the voice­less. Cur­rently work­ing in TV, Rishma brings her PR and media know­ledge to I am Hip Hop and oth­er pro­jects by No Bounds.

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About Rishma Dhaliwal

Rishma Dhaliwal
Rishma Dhaliwal has extensive experience studying and working in the music and media industry. Having written a thesis on how Hip Hop acts as a social movement, she has spent years researching and connecting with artists who use the art form as a tool for bringing a voice to the voiceless. Currently working in TV, Rishma brings her PR and media knowledge to I am Hip Hop and other projects by No Bounds.