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The Michael Jacobs directed video has a grainy and industrial feel although the viewer will notice that the colours are bright and allow Rob and Young Soul to almost pop off the screen. This visual idiosyncrasy helps to convey the emotions of a love affair; uplifting and inspiring but tinged with a sense of mortality and pain. This infatuation is what Rob credits with the blistering pace at which he is currently making music but also drives him to look for comfort and escape through his vices. Young Soul, a newcomer to the Montreal music scene, helps to make the oscillation between emotions that the video evokes through his hook and bridge while Rob tells the story of love and loss.
“The video and the song are really about the struggle of being in love with music,” says Rob. “It’s like being in love with a beautiful girl who doesn’t notice you and always ends up with the jock who drives a flashy car and gets all the accolades but posses little substance.” Does he get the girl in the end? "’No shine here’ is this about the drugs we turn to but provide no answer. Are we saying there’s no glory to be won or life is just pain, struggle and suffering?” The video doesn’t try to answer those questions because Rob hasn’t found his answer yet, but judging by what the 20 year-old is producing lately, success and victory are surely around the corner. Keep your ears open for Rob GF because the young rapper is on the warpath to bring substance and meaning back to rap and hip-hop, and in the process prove all of his detractors wrong.
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