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

A heavy dose of the surreal.

Music
974 Hypes 0 Comments

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.

Read Full Article
Text By
Director
Paulo Berberan
Creative
S4u / Rosita Bonita & Prinz George
Producer
Endlessloveshow
Share this article

What to Read Next

Tyler, The Creator Urges His Followers to Vote in 2020 U.S. Presidential Election
Music

Tyler, The Creator Urges His Followers to Vote in 2020 U.S. Presidential Election

Admitting this year will be his first time voting.

Kanye Serves up YEEZY 500s for the Whole Family in This Week's Best Footwear Drops
Footwear 

Kanye Serves up YEEZY 500s for the Whole Family in This Week's Best Footwear Drops

Collaborations from maharishi x Nike, NEIGHBORHOOD x Converse, size? x adidas, and much more also releasing.

8 Streetwear Brands That Are Made in the U.S.A
Fashion 

8 Streetwear Brands That Are Made in the U.S.A

Learn about these American-made labels in honor of the Fourth of July.


Watch the Official 4K Tech Video for 'Mass Effect: Andromeda'
Entertainment

Watch the Official 4K Tech Video for 'Mass Effect: Andromeda'

Arriving early 2017.

Here Are the Pop-Up Locations for the Louis Vuitton x Supreme Collaboration in Tokyo and Beijing
Fashion

Here Are the Pop-Up Locations for the Louis Vuitton x Supreme Collaboration in Tokyo and Beijing

You can now see where to buy the collab in Tokyo and Beijing.

Watch DJ Khaled Give the Cutest Mogul Talk Ever to His Son Asahd
Music

Watch DJ Khaled Give the Cutest Mogul Talk Ever to His Son Asahd

“ASAHD I LOVE YOU.”

adidas Unveils A "Trace Khaki" Colorway of Its adiZero Prime BOOST Model
Footwear

adidas Unveils A "Trace Khaki" Colorway of Its adiZero Prime BOOST Model

Comfort and style.

'Jumanji: Welcome to the Jungle' Drops Its First Teaser Trailer
Entertainment

'Jumanji: Welcome to the Jungle' Drops Its First Teaser Trailer

The magical board game makes a return.

Watch Mike Dean Make the Beat For "Three Jewels" in the Moog Factory
Music

Watch Mike Dean Make the Beat For "Three Jewels" in the Moog Factory

Psychedelic sounds.


Extra Butter and PUMA Celebrate NYC Street Culture With New Velvet Clydes
Footwear

Extra Butter and PUMA Celebrate NYC Street Culture With New Velvet Clydes

Coming in plush burgundy and royal blue.

Forever 21 Looks for Legal Protection After Ripping off Yet Another Brand
Fashion

Forever 21 Looks for Legal Protection After Ripping off Yet Another Brand

This time Gucci is calling out the fast fashion retailer for using its stripes.

Éditions M.R Delivers Parisian Luxury at its Most Casual for 2018 Spring/Summer
Fashion

Éditions M.R Delivers Parisian Luxury at its Most Casual for 2018 Spring/Summer

Every fit is worth your attention.

Nike RevolutionAIR Winner Sean Wotherspoon Reveals an Air Max 1/97 Hybrid
Footwear

Nike RevolutionAIR Winner Sean Wotherspoon Reveals an Air Max 1/97 Hybrid

Sharing some samples from the Nike World Campus.

Here's What Happened at the London Launch of Skepta's Clothing Line, Mains
Fashion 

Here's What Happened at the London Launch of Skepta's Clothing Line, Mains

London’s finest turned out for the launch of the grime star’s new clothing line.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.