2022 Prism Prize Eligible Video: Shad - Out of Touch

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The 2022 Prism Prize for Best Canadian Music Video was recently awarded to Mustafa, for his clip for his own track, Ali. We will continue to profile noteworthy Canadian videos that were eligible for the 2022 prize, including this one from a Canadian hip-hop luminary.

Shad - Out of Touch

Shad is a Kenya-born, London Ontario raised hip-hop artist who released his first album in 2005. He has also branched out into other genres and mediums as well, perhaps most famously as a host of CBC’s Q, or his documentary series Hip-Hop Evolution, where he interviews creatives to paint a detailed picture of the history of the genre. Out of Touch is the opening track off of Shad’s latest album, TAO, released in 2021.

Out of Touch feels a lot like Baby Keem and Kendrick Lamar’s Family Ties in the best possible way. The vibrant overlaid visuals are engaging and varied and keep things visually impressive the whole way through and it wouldn’t be a surprise if they gave some amount of inspiration to the aforementioned video. The on-screen text and its stylized font add an extra layer to the visual flair, highlighting Shad’s best bars and increasing the intensity of his rhymes which allows this video to do its part without taking away from the music itself. It ups the intensity of the song and highlights the best moments while remaining visually distinct. 

Directed by Justin Broadbent

Edited by GARY81

Artist: Shad (featuring pHoenix Pagliacci)

Produced by: Ric Notes