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Lord Apex and Madlib fight the good fight

A video into the ‘sensei’s’ craft

Lord Apex guides us through the mastery of lyrical meditation in his latest video for the single ‘The Good Fight.’ Teaming up with hip-hop royalty Madlib, The Good Fight served as the title track for Apex’s debut studio album – which blessed our ears late last year. Speaking to Apex a month before the album release, he told us how words for him have a therapeutic power, often coming to him subconsciously –  yk what, do yourself a favour and read the interview for yourself, you can thank us later ;). Capturing his innate ability to summon lyrics, like a gifted physique, director Erdvilas Abukevicius showcases the skills of a master in his craft. It’s no wonder they call him the ‘sensei’…

The West-London rapper is depicted at the beginning of the video, engaged in the act of putting pen to paper, as his flowing rhymes and reflective thoughts fill the pages of his notebook Later on, Quasimoto, Madlib’s furry yellow alter-ego, makes a cameo appearance. Animated Apex walks side by side with Quasimoto, both with a spliff in mouth, until Quasi hands him the trademark brick, referred to by Madlib as the character’s weapon of defense. It’s now Apex’s time to step up and wage the good fight, with some of hip-hop’s greatest figures by his side—victory is inevitable.


Words by Dexter Burningham
Images courtesy of artist