If there is such thing as a coffee poet laureate—not to be confused with the #coffeetwitter Sproet Laureate, which is a very real thing and also already taken—it is Jason Petty, better known by his emcee name Propaganda. The LA-based hip hop artist, poet, author, activist, podcast host, and all-around polymath lives and breathes coffee. He’s the host of #PourigamiFridays on his Instagram account—which is chock full of coffee content—he recently put out a collab coffee with Onyx Coffee Lab, and has been known to drop a coffee reference or two into his music.
And his with newest music video, Calibrate, Prop lets the references to coffee be visual instead of strictly verbal. Released Friday, September 24th, the video finds the emcee rapping about remembering and centering the important things in life set over the visual metaphor of rebuilding a two-group La Marzocco Strada. Or, you know, calibration.
Per Petty, the video was shot in conjunction with La Marzocco, and honestly, has tech work ever looked so cool?
We’re here at the start of the week in what is already a stressful time in human history, why not start it off like the beginning of a bar shift? Why not Calibrate?