With a steady drip of EPs and side projects, Duval hip-hop collective L.O.V.E. Culture has established themselves as one of the region’s standout musical acts–in any genre. The five-song EP  Vol. 2 certainly set a new standard, locally, combining the group’s distinctive production with contributions from each member.

In addition, the cool visuals keep coming.

Fresh off a promotional campaign with Sprite, L.O.V.E. Culture dropped the new video for “Don’t Matter.” An ultra-chill track from the group’s most-recent EP, “Don’t Matter” seamlessly ties 808s-style percussion with a tasteful, melancholy horn sample and rapid-fire rhymes.


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The clip finds the group in the wild, performing their individual verses among myriad flora, lit up by colored lights in a kind of surrealist jungle. It’s yet another example of why L.O.V.E. Culture, while not the only band that matters, is a Duval act that matters.