Indie Music Month Video Premiere: Theophilus London, ‘Why Even Try’

As part of MTV’s Indie Music Month, we’re premiering videos from some of the most exciting artists in the indie music scene. Today, we’re featuring the exquisitely named Brooklyn MC and style torchbearer Theophilus London and his video for “Why Even Try,” the second single from his Lovers Holiday debut EP.

With help from Tegan and Sara’s Sara Quin on the hook, the rapper envisions a TMZ-styled channel with 24-hour paparazzi shadowing every move he and his girlfriend make. What starts out as manageable turns, as you could probably guess, ugly. Though if we had cameras in our face every minute, we’d probably start punching people too. We’d also be able to get away with rocking a fur coat and fedora like London, though, so it might be a fair trade. Anyway, sometimes a guy just wants to enjoy a sammie with his girl without having a cameraman telling him where to turn.

The hip-hop track pulls from early 1980s New Wave and glossy funk, but manages to remain completely forward-thinking and original. In addition to Quin, Lovers Holiday also features TV on the Radio’s Dave Sitek, Solange Knowles and up-and-coming electro-pop singer Glasser. We’re hoping Theophilus London really does get big enough to warrant TMZ coverage, mainly so we can get the accurate follow-up track. Get your cameras ready.

+ Watch Theophilus London’s “Why Even Try” video.