Ice Cube, the iconic entertainment entrepreneur and rapper, has released a new track titled “IT’S MY EGO,” which features production by Grammy Award-winning, multi-platinum producer E-A-Ski.
The song, which is currently accessible on all streaming platforms, is a teaser for his highly anticipated album MAN DOWN, which will be released on November 22 via Lench Mob Records and distributed by Hitmaker.
Cube has released the official music video for the tune, which was directed by Gabriel “VideoGod” Hart, who has previously worked on visuals like as Migos’ “Versace” and Jeezy’s “My President is Black.” Ice Cube plays a variety of roles in the video, including a clergyman, a fast food worker, and an exaggerated version of himself dressed in a vivid blue fur coat. The visual’s bright storyline complements the song’s strong theme of speaking out, standing steady, and being unashamedly yourself.
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The video, which includes appearances from Mike Epps, Omarion, Paula Jai Parker, and WC, enhances Cube’s already strong presence.
With snappy rhymes and a hard-hitting rhythm, “IT’S MY EGO” exemplifies Ice Cube’s unique style, which combines West Coast rap with R&B. Cube views the song as a lesson to be true to oneself, saying, “It’s easier to stay true to yourself than to constantly change for others’ expectations.”
Pre-order MAN DOWN today to be ready for the West Coast legend’s comeback with new tracks.
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