Ahead of his highly anticipated Soul Merchant EP Today, Edmonton rapper ARLO MAVERICK unveils another track from the EP titled ‘Tap It’, a soca-inflected observation on the pursuit for generational wealth and security.
Directed by Maverick, the accompanied video revolves around a young woman from an immigrant family who disrupts the path expected of her to gain more social status. After moving to a new city for higher education, she loses focus and gets caught up in the party scene. Her father works hard to create opportunities for his daughter, as does her fiancé to ensure a better future for their own prospective family. In return, she racks up her father’s credit card without any concern for his debt, manipulates her fiancé back home to fund her lifestyle while meeting others on dating sites, and surrounds herself around other entitled people that encourage her behaviour.
A comment on socioeconomic mobility and narcissism as a social epidemic, the track is a chopped and mixed stew of soca, reggae, electro and hip-hop, elevated by vocalist Oozeela who brings his own Dominican roots to the song.
‘Tap It’ follows Soul Merchant’s lead single, ‘Hashtag,’ a song of protest about racial profiling and police brutality, which drew attention from Exclaim, CBC Radio, The Strombo Show, and CKUA Radio, among others. The EP explores the rapper’s personal reflections on the current state of the world, weaving brainy wit into his wordplay and an amalgam of influences. As with all Maverick releases, each track on the EP comes with a message to spark further conversation.
The Soul Merchant EP arrives on all streaming platforms on next Friday, 9th July…but for now, check out the video for ‘Tap It’