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FYI

Prime Boys: Tinted

The hip-hop trio from the 6ix head to the frozen wilds in this clip for their latest single. The setting suits their stone-cold flows and beats, and the rotation of the rhymers keeps things interesting.

Prime Boys: Tinted

By Kerry Doole

Prime Boys - "Tinted" (Entertainment One): Yesterday, the Toronto hip-hop trio released a video for this new single.


Directed by Elliot Clancy Osberg [Roy Woods], it features the group — Jimmy Prime, Donnie, and Jay Whiss — cruising on four wheelers through a wintry wonderland. Not the usual setting for a hip-hop clip, but it is a fitting backdrop for their stone-cold flows and beats.

Having rotating rappers deliver the rhymes works well, and there is plenty of bravado at work here ("all this money is contagious, we're doing shit for the ages"). The cut is produced by Murda Beatz [Drake, Gucci Mane], with customary authority.

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In four years of putting out music together, Prime Boys have grabbed significant exposure via tracks like "I Heard" (473K YouTube views) and recent single "Come Wit It." They star in the Viceland documentary 6ix Rising and have earned support from Drake’s OVO Sound Radio.

Each member of Prime Boys has been busy with solo projects, and Jimmy Prime and Murda Beatz recently collaborated on another hot track, "Drop Out."

They're ready for the prime time indeed.

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Minister of Canadian Heritage, Pascale St-Onge, with The Beaches at the Juno Awards Opening Night Awards, March 23, 2024 in Halifax.
CARAS/Ryan Bolton

Minister of Canadian Heritage, Pascale St-Onge, with The Beaches at the Juno Awards Opening Night Awards, March 23, 2024 in Halifax.

Business News

'A Good Start': Canadian Government Announces $32 Million Boost to Canada Music Fund

Minister of Canadian Heritage, Pascale St-Onge, announced the increase at the Junos. It falls short of the $50 million the Liberal government had previously promised, but is encouraging for industry associations, who have been campaigning for the increase.

New funding is coming to the Canadian music industry.

Pascale St-Onge, the Minister of Canadian Heritage, announced at the Juno Awards on Mar. 24 that the government will increase the Canada Music Fund by $32 million over the next two fiscal years.

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