In a year where viral hooks and algorithm-chasing beats dominate much of hip-hop’s output, Kush K and JVS choose a different route. “I Know,” released through Type Shit Records, is not a flex anthem or chart-baiting single. It is a quietly confessional track that leans into emotional transparency while still speaking the visual and sonic language of contemporary hip-hop. But does it leave a lasting impression, or simply echo what’s already been said?
Kush K, a name still carving out definition in Australia’s expanding hip-hop ecosystem, uses “I Know” to open a window—if only slightly—into his backstory. His verse doesn’t aim for lyrical acrobatics; instead, it maintains a deliberate, spoken-word cadence that favors honesty over bravado. The line “Had some problems in the past, but I had to keep me moving” is emblematic of the whole track: personal, yet broad enough to be palatable for a wide audience. This restraint is intentional, and whether that choice is artistic or strategic remains an open question.
JVS delivers a hook that’s equal parts soulful and strategically euphoric. His falsetto is well-placed against Sonni Beats’ understated production, which avoids the trappings of over-saturation that too often come with this genre’s slower tempos. The beat doesn’t demand attention; it grants space. This leaves room for JVS and Kush K to explore themes of fame, loyalty, and perseverance without being drowned in unnecessary sonic clutter.
What “I Know” does well is paint within the lines—cleanly, almost too cleanly. The mix by MixedByDaniel is air-tight, even polished to the point where it risks sanding off too much grit. The soundscape flirts with depth but never fully dives in. There’s a sense that the song is meant to suggest vulnerability, not sit in it.
The accompanying music video, directed by NBreezy, illustrates this tension between introspection and performance. Luxury aesthetics—Gucci tailoring, gleaming vehicles, high-rise studio sessions—are cut against moments of emotional gravity, but never quite subvert them. Melbourne’s cityscape, full of contrast and movement, adds dimension, but also highlights the gap between the lifestyle on display and the lyrical content. The visuals impress, but they don’t clarify; they enhance the song’s appeal more than its meaning.