Substance — an endangered species in Hip Hop. In the spirit of polarizing politically entrenched revolutionary rappers like Immortal Technique emerges Reve Kalell, hailing from Denver Colorado. His new album Genesis continues to push the boundaries and speak on issues that matter.

In anticipation — and to feed his fans — Kallel drops a super lyrical “This Aint Even On The Album,” and a super fun visual that sees the emcee dropping insanely poignant bars wrapped in digestible contemporary vibes; all this, while wandering around a grocery store.

Check the visual below, and stay tuned for the LP.