Melbourne-based emcee Sampa The Great shares a new video for the song, “Time’s Up,” featuring fellow Australian rapper Krown. The track is found on Sampa The Great’s excellent 2019 LP, The Return, which was released by Ninja Tune. In the song, Sampa and Krown call out the music industry and demand that it does a better job protecting the well-being and progress of Black artists who are critical to the industry’s overall success.
Sampa, who was born in Zambia and raised in Botswana before emigrating to Australia, has also announced a partnership with Melbourne’s Pola Psychology a Naarm, a therapy practice that serves youth of the African diaspora in Australia. According to Sampa, “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.”
In addition to The Return, Sampa released the equally fine mixtape Birds & The Bee9 in 2017, and The Great Mixtape in 2015. The video was directed by Sanjay De Silva.