Watch London's S4U Bend Reality in the Video for "Too Much"

A heavy dose of the surreal.

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Music
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Tipped by Beats 1 Radio last week, London’s S4U are a collective not so much defining the city’s musical and cultural mentality as projecting — through their own music, their visuals and their cross-genre DIY mentality and artistry — a distilled and amplified version of its complex moving parts whilst also redefining them. Premiering the mind-bending video for ‘Too Much’ above, HYPEBEAST spoke to Prinz George and Rosita Bonita — the heart of S4U’s ever-changing lineup — about 90s culture, the freedom that comes with working as a collective and the solid life advice provided by ’No Diggity’.

You’ve previously said that your sound is “telling stories through a warped reality” — that’s probably even more true of this video, right?

It’s like an excerpt from a film in which a lover is avenged and gets poisoned with gold. It simply represents a lot going on, when playing intricate games there always are many levels.

I’ve also seen S4U described as a collective beyond Rosita Bonita and Prinz George — is that still the case? If so, what kind of freedom do you get from that set-up rather than just being a group with x amount of members?

S4U is Rosita Bonita and Prinz George at its core, with an evolving family involved and part of the journey. All the ideas come from us exclusively which allows us to delegate roles accordingly, enabling hasty growth and limitless possibilities. We have been expanding our collective entirely, and have been working with some incredibly talented people. We love welcoming new members along and giving them a chance to creatively inspire.

S4U 'Too Much' Video

The 90s are a big influence for you guys — when you think of the 90s what are the first things that come to mind of terms of music, pop culture, style, etc. and how do those impress themselves on what you do?

Prinz George: ‘No Diggity’ by Blackstreet ft. Dr. Dre and produced by Teddy Riley. I basically try to live my life in accordance to the video and song of the same name at all times.

Rosita Bonita: I’m more into the naughties. Zero Zero my favorite song and vid is ‘Get Up’ by Amel Larrieux. I like Pharcyde, Bahamadia, Maspyke.

Prinz George has gained 10 years of experience in heavy metal drumming, whilst I, Rosita am skating on rubble.

Can you tell us a little about being on Beats this past week and how that came about?

Julie kindly invited us, which we were thrilled about, and it was probably one of our favorite interviews to date. We clicked and had a laugh and a dance.

When someone asked you last year in an interview what we should expect from your forthcoming music, you ended on “exploration” — where has that taken you so far and where is it taking you now?

RB: Its taken us great places we’ve learned and seen so much, and have absorbed and applied to our own processes. Fixation is like having too much of a closed mind. The focus is still important but whilst understanding the art of allowing something to morph into what it wants to be. Prinz George has gained 10 years of experience in heavy metal drumming, whilst I, Rosita am skating on rubble.

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Director
Paulo Berberan
Creative
S4U / Rosita Bonita & Prinz George
Producer
ENDLESSLOVESHOW

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