Sometimes, you’ve got to put the humble vibes to the side and admit that you are who you say you are. Even if the war against foolishness never changes, you’ve got to stand your ground and remind people that you’re him (or her or them or any other pronouns/identifiers you may use in your day-to-day).

On “It Never Ends,” 730RS channels a bit of 2000s/2010s Midwest vibes, down to the doubletimed flow. What that allows 730 to do is simple: it lets him play bullyball on the beat while he makes it be known that he should be on some of your radars. I love the no frills approach the artist had to the video as well. For me, it’s nice to see a video every so often that doesn’t have an overly intricate theme or storyline. The bars do the talking while the visuals back them up. The song overall is very reflective and emotional. And while 730RS doesn’t break down crying on the track or anything, you can feel the rawness of what he’s speaking on. From the beginning of the track to the end, the brother leaves everything he’s got out there for the world to evaluate.

The beauty of it all, though, is that it doesn’t matter if one of us loves him or not. He’s still going to do the damn thing the only way he knows how. And that, my friends, is what we call realness (and dedication). Check out the song below and remember to support dope music in all its forms.