Culture
THE AIR JORDAN 4 “RED CEMENT": Dreaming Big with Ashbeck & El Londo
12 September 2023END. spent the day with Ashbeck and El Londo by the coast, taking them away from the hustle and bustle of North West London to reflect upon dreaming big.
To mark the launch of the Air Jordan 4 “Red Cement”, we linked up with Ashbeck and El Londo, the budding rapper and producer from North West London, to take them away from the hustle and bustle of their home city for a relaxing, coastal getaway. It was spending time in the serenity of this coastal environment that provided a moment of clarity and reflection for the pair, allowing them to look back on all they had achieved and to optimistically dream about what lies ahead. Ashbeck and El Londo’s friendship dates back to their school days, a harmonious partnership rooted in manifesting their dreams and pushing the creative boundaries of their musical output.
Ashbeck’s approach to music has positioned him as one of the frontrunners in the UK’s underground rap scene, where a combination of punchy flows, atmospheric melodies and heavy-hitting drum patterns all come together seamlessly. El Londo is another artist equally at the epicentre of this, steadily making a name for himself as the go-to producer for the innovators at the scene’s beating heart. His production style is reflective of his expertise in sound engineering: a textured, technical blend of high-energy drums and bass, serene melodies and uplifting samples. His latest project “THANKSLONDO” — a nod to the hard work and determination Londo poured into it — reflects this, bringing a slew of the industry’s up-and-coming figures into his creative world.
Ashbeck and El Londo’s friendship has blossomed into a creative partnership with palpable synergy, the connective fibres of which can be traced back to their earlier years. It’s this back and forth, creative exchange between the two that has manifested in a duo of critically-acclaimed albums under the Ashlondo imprint. Their track “Booli” from “Ashlondo 2” — which now has in excess of 6.7 million listens on Spotify, and counting — features a bar from Ashbeck that summarises the manner in which both are chasing their dreams: “Crazy how thousands of people locked in, I'm still tryna fathom it (Real shit), I had a passion, I had a dream, so I just ran with it (Let's go)”.
THE AIR JORDAN 4 "RED CEMENT"
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