Every move he makes is strategic; maybe it is in the way he formulates his skits on his tracks, or even the rhyme schemes he uses like he did on his last project, More Than A Game. But the point is he is mastering his ability to to use his talent not only to express himself but to resonate with his audience during the most important moments of the year. So it would be no surprise SōULFULL dropped a new visual for his song, “LoveHate” on Christmas Day. Featuring Ty Jack on the track, the video did a great job of delivering a concept revolving around love and relationships. You get to see the couple fight and attempt to work out their problems with Ty Jack stepping in as a counselor. Shot and directed by Ron Downes Jr., the video was beautiful, organized and clean. As you watch, it is easy to be warped into the sunrise throughout the video and the lyrics standing strong behind them. Fellow New Jeru native Chesne makes an appearance as one of the actors in the video as well, giving it a well-rounded feeling. Check it out!