West Coast multi-hyphenate artist PRICE has released his new record and visuals for “CUZO,” the second single off his forthcoming album C.I.T.Y. (Caught In The Youth) set to drop in January 2024. Just in time for the holidays, “CUZO” is a testament to familial bonds enforced through bloodlines, friendships, and social circumstances. Directed by PRICE, Kenneth and Courtney Theophin, and produced by Goof Ent, “CUZO” explores community at a family function with crafty lyrics that detail the unique kinships PRICE has established by proximity in his hometown of San Bernardino, California. A term of endearment, CUZO represents a sense of loyalty, camaraderie, admiration, and mutual respect that emanates throughout his tight-knit circle.
Flowing over a smooth and laidback, West Coast feel good beat, PRICE details the unique characteristics behind his team of cohorts with precision and grace, showcasing an “it takes a village” mentality that speaks to his deep appreciation of family and community by paying respects to the individuals that have encouraged his own spiritual growth through example. A bi-product of the quilted fabric of life lessons imparted on him by his “cuzos”, PRICE seizes his opportunity to highlight the collective power of community through introspective lyricism that maps out the wisdom he’s gathered from the unique contributions of those around him.
“CUZO” is a departure from the highly stylized visuals for “SAGGIN & BRAGGIN,” which debuted on November 29th. Watch HERE. Dressed in a plain tee shirt with the phrase “Generational Cure” emblazoned across the front, PRICE and the men of his tribe stand as the leaders, protectors, and educators of the future generation. Knowing they’re safe and cared for, the children bask in their innocence, riding their bikes and jumping hopscotch in safety. The phrase echoes PRICE’s nonprofit City Cares and book series “Generational Cures,” aimed at breaking the cycles of poverty and violence that have claimed the lives of far too many young people.
Known for his strong pen game and impeccable freestyle abilities, PRICE continues to make his mark as a solo artist after working with industry vets like Travis Scott, Brandy, Wyclef Jean, Saweetie, etc. PRICE recently wrapped a 20-city tour with Kota The Friend at New York City’s Irving Plaza. Fans can look forward to a year of new music and more PRICE.
