North Kingsley Release Official Music Video For “Rifle In Thought”

Friday, January 15th, 2021
North Kingsley
Drop Official Music Video For
Watch Here
“North Kingsley embodies the socially charged and visceral energy of trio Shavo Odadjian, producer Saro Paparian, and lyricist Ray Hawthorne. Together they’ve embarked on a sonic journey that molds the aggression of rap, trap, rock, and metal, but with a modern edge.” – Forbes
Photo Credit: Armen Keleshian
Friday, January 15th, 2021 – NORTH KINGSLEY, the musical collective lead by bassist/guitarist, Shavo Odadjian and completed by producer, Saro Paparian and lyricist/vocalist Ray Hawthorne, have dropped the official music video for “Rifle In Thought.” The video premiered exclusively on Consequence of Sound this morning. Watch the official video here or by clicking the image below.
North Kingsley - Rifle In Thought (Official Video)
The track is taken from the collective’s recent 3 track EP release ‘Vol 2’ out now on 22 Red Media, a subsidiary of Odadjian’s lifestyle and cannabis brand, 22 Red and follows the release of lead single “False Idols” which featured rap legend RZA of Wu-Tang Clan. The official video for “Rifle In Thought” is the first music video to ever feature Shavo playing guitar instead of bass – the instrument he is most know for in System Of A Down.
Speaking on the collective’s new single, frontman and lyricist Ray Hawthorne shares
“I’m hesitant to hint at what “Rifle in Thought” is truly about, but the clues are all there. From the perspective of an unaware and unreliable narrator.”
VOL. 2
1: False Idols ft. RZA
2: Rifle In Thought
3: Shadowbox
About North Kingsley
With the launch of the project and the release of their first 3 track EP, ‘Vol 1’ back in August, North Kingsley has set out to do things differently. The way music is released, distributed and marketed is all being approached in a unique and creative way. Instead of a full album release, North Kingsley is releasing miniature volumes of 3 tracks every few months.
When Shavo began experimental studio sessions with producer Saro Paparian and rapper, vocalist and lyricist Ray Hawthorne, he had no idea that it would turn into anything more than a creative outlet to jam with like minded musicians. The result was a genre-bending mix of deep, cinematic instrumentals and thought provoking, socially charged words.
Capitalizing on a musical legacy that includes musical collaborations with the likes of funk master George Clinton, spiritual hip-hop guru RZA and legendary production accomplice Rick Rubin, Odadjian’s sonic blueprint for the project takes in everything from crisp and hard trap beats to gritty rock flavors.
With a razor sharp approach to both the creative and business output of the project, North Kingsley is a socially conscious, creative force shaped by the modern age. Drawing on a multitude of cultural, visual and political influences, they aim to create a musical movement that is both rooted in what’s come before, but that focuses on creating what’s next.
Find North Kingsley Online
Find EPK Here