Sampa the Great calls out music industry racism with “Time’s Up” MV

She is also working to ensure African-Australian youths get access to mental healthcare.

Sampa the Great has returned with a video for “Time’s Up,” featuring Krown, a cut from her 2019 LP, The Return.

On the track, the Zambian-born and Melbourne-based rapper calls out the music industry for exploiting Black talent but yet failing to support Black artists. Meanwhile, the clip is a throwback to ’90s hip hop videos, with a cheeky reference to the ARIA Award that Sampa won last year.

“We’re playing with the tongue-in-cheek aspect to the song and dialling it way up by incorporating metaphors like the padded room—to represent the way the industry sees Black artists—to the imagery of the industry literally shaking Sampa’s culture out of her for their profit,” explained director Sanjay de Silva in the statement.

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“We referenced some very specific ’90s music videos throughout, from Tupac’s ‘Hit Em Up,’ to videos from Busta, Da Bush Babees, Jamiroquai and De La Soul—each one is utilized to convey a powerful message about how the music industry has treated and continues to treat and exploit Black artists.”

Alongside the video’s release, Sampa also announced that she has partnered with Melbourne-based clinic Pola Psychology on a fundraiser to connect African-Australian youths with culturally appropriate mental healthcare. “At a time like this, it’s important to let my friends and the wider African community know that this support exists and our health matters,” she said.

Besides “Time’s Up,” Sampa’s The Return album also included the songs “Heaven” (featuring Whosane), “Freedom,” “OMG” and “Final Form.”

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Watch the video for “Time’s Up” below:

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