Y.N. Rich Kids' "The Business" keeps winning streak alive

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Stills from "The Business" video
The young Minneapolis rappers involved with Y.N. Rich Kids have amassed a Hollywood-worthy story of after-school creativity mixing with serious business. After "Hot Cheetos & Takis" got national attention two years ago, videos released since then -- we'll count related Beats & Rhymes groups Da Rich Kidzz, the KIDS, and the NSJ Crew as well -- prove there is a wellspring of hip-hop talent emerging from our area.

Recently, "The Business" became the latest viral smash from the crew. The video features the new, malleable face of 7-year-old Aimaje (see above) stealing pretty much every scene he's in.

See also:
Y.N. Rich Kids debut new videos, "My Bike" and "Khaki Pants"


With cameos from members of GRRRL PRTY, Ant from Atmosphere, government buildings, and downtown Minneapolis, "The Business" is a playful nod to mobster life with the kids dressed in their Sunday best. Dame Jones who lyrically anchors the track looks dapper in his white suit, and Lauren Hill holds it down in black. A poker game played with Starbursts alongside the chips shows how high the stakes have become.

Riding a hot Isaac Hayes sample, Jones, Hill, Aimaje, Willie Boi, Kid Hollister, and Ty Boogie explain how their homework is their business. "If I don't get it done, they won't let me rap/ I'm tryna have fun and rep the Minneap," raps Boogie.



This is not the only video from this Beats & Rhymes team to emerge of late, however.

Here's the NSJ Crew's "Lunchable":



And, earlier this year, NSJ dropped the heavy trap roll of "Honor Roll":



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