Brandon Nembhard has always seemed interested in making more than just music.
The South London artist first caught attention with his 2023 debut EP ‘Think or Swim,’ building a reputation around smooth delivery, sharp lyricism and a willingness to move between boom-bap, melodic rap and more experimental territory. Tracks including “KEEPER”, “and?” and “The World Is Yours” established the foundations, before 2024's ‘IF NOT NOW, WHEN?’ pushed that approach further.
That project also made clear that Nembhard's creativity doesn't stop when the music does. He worked on the short film ‘IF NOT NOW, WHEN?’, while his self-directed visual for “CEILING” explored the same ideas around choice, procrastination and alternate versions of yourself that sit at the heart of the record. His official site now describes filmmaking, editing, colour grading and music visuals as part of his wider creative practice, making it clear that the camera has become just as important to his world as the microphone.
It's a trajectory that has seen Nembhard become one of the more interesting emerging voices in UK rap. His music is often introspective without losing its edge, pulling from his experiences of London and Jamaica while leaving plenty of room for questions around identity, ambition and the choices that shape a life.
Now, Nembhard is bringing those two sides of his practice together for his latest move with ASICS SportStyle. The artist has partnered with the brand around the new GEL-NYC™ 2.0, an updated take on one of ASICS’ most popular silhouettes that blends archival influences with a more contemporary approach to everyday movement. Built with FF BLAST™ PLUS cushioning, strategically placed GEL™ technology and an asymmetrical arch support system, the shoe is designed to make each step feel lighter, while its flex grooves allow for a more natural stride. It arrives in Slate Blue, Clay Grey and Loden Green, tying the technical side of the silhouette back to a palette that feels equally at home on the streets.
For the collaboration, Nembhard has starred in a new music video for “When’s Our Time?”, a boom-bap-leaning UK hip-hop record that explores life on the streets of London. The result brings together his music and filmmaking practices in a way that feels natural to the artist, using the visual language of classic hip-hop videos to complement the record's sound and subject matter.
“We referenced many old-school feeling music videos and pretty much emulated that style to better communicate the music since both the video and song share a similar aesthetic,” Nembhard explains. With Nembhard behind almost every element of the process, “When’s Our Time?” is another example of an artist figuring out how to communicate his ideas on his own terms, moving between rapper, director, editor and performer without needing to separate the roles.
This in mind, we caught up with Brandon to discuss his latest campaign with ASICS SportStyle, his creative inspirations, processes and more.
Culted: How did this music video first come together, and what made you want to be involved?
Brandon Nembhard: This project came about after a friend sent me Culted's Instagram post that included a callout for funding from ASICS SportStyle. I applied immediately. Though I initially had my own ideas for a music video separate from this collaboration, when the opportunity was pitched to me with director Oska involved, I was excited to jump in.
How closely did the edit evolve alongside the music? Were there certain moments in the track that dictated how the visuals came together?
I'd say the video followed the music's vibe more than its literal subject matter. There's the occasional metaphor that lines up with a scene, but we essentially had written down the feeling that each part of the song expressed and then matched it with the edit.
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Every music video has its own visual language. How did you develop the look and feel of this one?
We referenced many old-school feeling music videos and pretty much emulated that style to better communicate the music since both the video and song share a similar aesthetic. The song's themes, cadence and style called for a more grounded, common aesthetic, which I think we pulled off perfectly with location, cast and looks.
The GEL-NYC 2.0 is all about making everyday movement more comfortable. How did you bring that idea to life without making it feel like a typical trainer advert?
For me, movement is closely tied to the way ASICS SportStyle has existed within street culture. The brand became such an important part of hip-hop as the culture evolved, and that history is still there today. With the GEL-NYC 2.0, I wanted to capture that sense of movement and the idea of being constantly on the go, while still paying respect to the roots that made ASICS SportStyle so significant within the culture. It’s about showing how those foundations continue to influence the way we move and live today.
Were there any moments that happened naturally on set that ended up becoming some of your favourite shots in the final edit?
Not really. Everything was pretty well-planned and I feel we focused on capturing what we had planned rather than looking for spontaneous moments on the day.
Looking back at the finished piece, what's one sequence or moment you're most proud of, and why?
The feeling towards the latter part of the ending with the group on the basketball court. The energy was lovely and I couldn't stop smiling whilst shooting. It brings me joy whenever I see it.
