Previous Industries – Pliers

Emerging from the depths of the underground rap scene, Previous Industries—comprising Open Mike Eagle, Still Rift, and Video Dave—have unveiled their latest work, “Pliers,” from their debut album Service Merchandise. The music video, directed by Video Dave, pays homage to the legendary Jaws boat scene but with a unique twist, featuring the trio performing in a cartoonish, perilous sea adventure. The video’s creative direction includes felt-wrapped props that showcase Video Dave’s distinctive textile artistry, blending the real with the surreal. Set for release on June 28 via Merge Records, this album marks a significant chapter in the group’s career, promising a mix of inventive beats and sharp lyrical narratives.