Cartel Madras - Drift

What this video is

Released January 14, 2021 — during the height of pandemic-era lockdowns — 'DRIFT' represents a reclamation of communal joy by BIPOC women in Canadian hip-hop. The video, self-directed by the duo, foregrounds their stated ethos of 'BIPOC women enjoying themselves and the fruits of their labor' and 'owning the means of production,' framing creative self-sufficiency as both aesthetic choice and political statement. As…

Why it matters

DRIFT sits at the intersection of Canadian indie rap, hip-house, and South Asian diaspora music — a genre Cartel Madras brands as 'Goonda Rap,' blending hip-hop, house, punk, electronic, and South Indian musical traditions. The video's DIY self-directed aesthetic signals a broader 2020-2021 trend…

The director

Cartel Madras is a Canadian hip-hop duo consisting of sisters Bhagya 'Eboshi' Ramesh and Priya 'Contra' Ramesh, born in Chennai, India and raised in Calgary, Alberta. They signed to Sub Pop and Royal Mountain Records in 2019. They self-direct multiple videos…