Words By Phil Chard

The Supa Cala Fragilistic Mega just dropped his new video for his single The World Is Yours. Shot in Phuket, Thailand during his baecation with Bonang (who also makes a cameo) the video features scenes cliff side villas with infinity pools overlooking the sea, night time to shots of the country's famous markets and boat tours that have me looking out my office window solemnly.

The biggest takeaway from this video is how AKA has begun to make a concerted effort to develop his IIIRD WRLD brand. After attempting and failing to get out of his contract with Vth Season, AKA has been making an effort to establish his personal and company brands separate from his label.

In April last year long before the tweet trades aimed at Benza and Co, AKA launched the audio slide for his Dreamwork on IIIRD WRLD . Up until that point IIIRD WRLD had been something of a forgotten asset. The platform had launched about three years ago with much hype from AKA and Da L.E.S but quickly became a blog that merely reposted content from international sites. Eventually the site just stopped being updated and it no longer seemed to be a priority for the artists anymore.

However in 2017 AKA seems more focused on building his brand. the website now contains all of his music and even had banner ads for an energy drink! He also has his own cameraman who not only supplies AKA with high quality images for his Instagram page but has also been producing mini behind the scenes documentaries of AKA which are now being hosted on his IIIRD WRLD YouTube page.

Right now it is all speculation as to whether or not AKA is still intent on leaving Vth Season. I've been given a lot of information on the issue but until it's confirmed it is merely hearsay. What I do know is that this is the right direction for AKA and his brand and other artists should take note. AKA has also been building his Supa Mega clothing line which he sells at his SUpa MEga branded shows. Always look to build your brand on your own. Don't rely on anyone to do it for you.