Hanumankind's 'Run It Up' is made in India, for India
Rapper Hanumankind, born Sooraj Cherukat, has unveiled his latest single Run It Up, marking his return after the success of Big Dawgs in 2024. Released on Friday, Run It Up sees Hanumankind collaborating once again with producer Kalmi and director Bijoy Shetty, the creative team behind his previous hit.
It is difficult to sit still once you hit play on Run It Up. The track is a vibrant fusion of rap and hip-hop with traditional Indian cultural elements, particularly from the rapper's native Kerala, adding an unmistakably distinct Indian flavour to the composition. In particular, the song's production incorporates the dull yet sonorous rhythmic beats of the chenda, a traditional cylindrical percussion instrument, adding an even background beat to Hanumankind's impeccable flow.
At the lyrical end, Hanumankind delivers rapid-fire verses that invoke the ambition, resilience, and cultural pride that Kerala is home to. The singer packs a powerful punch with just the first verse, "We dealing with things you ain't seen before / We feeling the weight of our ancestors." He goes on to emphasise the tough lives dealt to his people and the beauty they have churned from them, "We went from nothing to something / Got all of them jumping / To shit that we made from the air." As the verses follow one another at a steady but speedy pace, the chorus turns down the noise, except the background percussions, and the singer looks into the camera and chants, "Run it up, the sun is up / To when it's down, get ya money up / I put money down on all of us / On my people now, on what I love".
Otherwise level, the rhythm opens a clearing at about the mid-mark of the song as Hanumankind takes a few breaths, adding a complex earthiness and humanity to the music. In a few seconds, the beat picks up again as the artist sings, "We go from angry and mad to angry and glad to find a solution for us / We go from sorry and sad and to ready to grab our weapons and get to the front." This breather marks, perhaps, my favourite section of the song as it juxtaposes beautifully with an onslaught of verses after it, foregrounding the song's drum beats and temple-like ringing bells, which only end abruptly with the song.
The accompanying music video is a visual celebration of Southern India's rich cultural heritage. Directed by Shetty, the rust-hued video is an ensemble of a variety of traditional Indian art forms and martial arts. Notably, it features Kalaripayattu, one of the oldest martial arts originating from Kerala, known for its strikes, kicks, grappling, and weaponry techniques marrying beautifully with the incredible energy of the song. Coupled with the frenzy of martial arts, the video also highlights Theyyam, a ritual dance form from Kerala characterised by elaborate costumes and face painting, and Kathakali, a classical dance-drama known for its intricate storytelling and vibrant makeup, adding colour to the song canvas. Other cultural elements in the music video include Garudan Thookkam, a ritual art form involving performers dressed as eagles, and Chenda Melam, traditional percussion beats. In making this song, Hanumankind lives up to the cultural pride he sings about while pushing creative boundaries, blending modern urban imagery and traditional motifs.
Run It Up pulses with an energy that transcends borders, drawing listeners in with its deft fusion of traditional Indian elements and contemporary hip-hop. The track's resonance isn't limited to a single geography - it's a statement in a growing wave of desi rap that refuses to be boxed in. Hanumankind channels regional textures, but his flow, production choices, and lyrical dexterity ensure the song speaks to a much wider audience. Fans have responded enthusiastically, praising its dynamic production and the way it seamlessly blends cultural touchpoints without feeling constrained by them. In a scene that is increasingly global, Run It Up asserts itself as a track that isn't just representing, but expanding the conversation.
Run It Up is available for streaming on major platforms, including Spotify. The official music video can be viewed on Hanumankind's YouTube channel.
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