What’s the recipe for a great breakup song? Regret at the loss of the one that got away or the heart-ache from losing a strong connection are at the center of relationship songs on the down-side. For Hip-Hop/R&B artist Produkt, the end of a romance is told through very powerful storytelling, aside from the mood groove and beat. Like a rap Adam and Eve, the origin story of happiness turns tragic when seduction of “the other” creeps in.
In Hold It Down (featuring Frank Benz), the scene is set with memories of how great things used to be, the passion that led to the connection and the family that was built around it. Diving in to (what seems like) personal waters, the pressures and tensions that build from success and work interfere with what used to be a strong bond. The focus on the family and the wife is broken from the temptation of something else. Then everything breaks down.
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In the video this tale is told primarily through the eyes of memory, and we see the slow breakdown and fallout transpire. Reminiscent (in video style/theme) of the seminal downward spiral of James Vincent McMorrow’s character-driven videos from Post Tropical. Through the video, Produkt weaves a tale of what was, the regret for making mistakes that led to the breakup, and the wish that he could hold it down.
The video is a great reflection of the story in song. Just a warning, the video does contain adult-themes. See it HERE.