|A true artist inhales his surroundings, filters them through his mind, and exhales with a unique creative work. In “White Bronco,” his latest video, Queens-born emcee Action Bronson gives the the visual treatment to his creative process. Beginning with a black-and-white close up of Bronson lighting his blunt, the video progresses into hallucinatory territory, as Bronson’s face becomes a canvas, as natural and kaleidoscopic images, from a snake’s eye to bright flowers to a burning building, reflect on his visage. Produced by Daringer and The Special Victims Unit, “White Bronco” is the lead single from White Bronco, Action Bronson’s upcoming album, due later this fall.
On White Bronco, Bronson reckons with success, throwing himself into his art and fine-tuning his sharp lyrics. The follow-up to 2017’s Blue Chips 7000, White Bronco features production from Bronson’s longtime collaborator Party Supplies, as well as contributions from Knxwledge and Daringer. Last week, Bronson shared the title track, which received acclaim from Pitchfork, who raved “Bronson proves he’s still one of rap’s most vivid trash-talkers, bragging about his Lamborghini trucks, red leather jackets, and the 20 alligator hides that went into making his shoes, while comparing his musical swagger to Tiger Woods’ smooth swing and his ladies-man status to that of Taye Diggs.” With a surreal front cover painted by Action Bronson himself, White Bronco arrives later this fall via EMPIRE.
A burgeoning media mogul and a celebrated figure in the culture, Action Bronson never stops working. Born Ariyan Arslani, Bronson started his career as a gourmet chef, rapping only as a hobby, until he garnered overwhelmingly positive critical attention with his first mixtape Dr. Lecter, released in 2011. Packing his rhymes with references to fine food, culinary practices, professional wrestling, obscure sports figures, and more, Dr. Lecter and its popular follow-up Blue Chips quickly built Bronson’s reputation as a lyricist. Singing to Atlantic Records through a partnership with VICE, Bronson charted at #7 on Billboard with his major label debut Mr. Wonderful in 2015, which featured the Gold-certified single “Baby Blue,” featuring Chance The Rapper. Since the release of that album, Bronson expanded into filmed media, starting a web-based mini-series for Vice entitled “Action in the Kitchen,” which played off the artist’s love of food and music. The success of “Action in the Kitchen” led to “F*ck, That’s Delicious,” a full-fledged TV series and a flagship show on Viceland, where Bronson travels the world, meeting chefs and cooks and tasting everything from haute cuisine to street vendor favorites. Bronson also released a cookbook of the same name, which spent several weeks on the New York Times Best-Seller list. Bronson expanded his television empire into the realm of the metaphysical with Viceland’s 2017 series “Traveling the Stars: Ancient Aliens with Action Bronson,” and he currently hosts “THE UNTITLED ACTION BRONSON SHOW,“ a free-form talk show on Viceland.
Listen to “White Bronco”: https://soundcloud.com/actionbronson/white-bronco