Rico Richie Keeps It Real in “Time 4 It” Video

Rico Richie's been keeping it real since the day he entered the rap game and he continues to do so in the video for "Time 4 It," premiering on XXL today (Oct. 6). The track comes from his new mixtape, RSET Vol 3: Back 2 the Streets.

Produced by GT Films, the three-minute clip finds Rico whippin' some white girl in the kitchen and flaunting his cars and chains while still keeping a close eye on his neighborhood. "I signed a deal with Arm & Hammer/Served the streets of Atlanta/I got them in from Arizona/Sent them shits down to 'Bama," spits Richie.

The visual serves as a reminder that not everything is about the glitz and glamor. "Just really wanting get music back to a real place," Rico Richie tells XXL. "Giving people the ability to have something to balance out all of the superficial shit that's becoming status quo in the entertainment industry."

RSET Vol 3: Back 2 the Streets boasts features from Snootie Wild, Bigga Rankin and 2 Chainz. He recently dropped "Petty" with Snootie, which also appears on the tape. Last time the rapper put out a project was in December with his Realest Story Ever Told 2 mixtape.

His new tape arrives tomorrow but he's already got another project in the works, RSET Vol 4: POTUS (President of the United Streets). He's dropping the next tape just in time for America's election day for a very calculated reason. The Florida-born rapper says the new project represents what the Black community is going up against with this upcoming election.

"It's really a play on the election that's coming up," he shares. "The subjects I'ma speak on on the tape and letting the community that looks like us know there is somebody out here that's willing to speak on their behalf. Somehow, it's become cool to be ignorant and not "give a fuck" about social issues or politics like it doesn't effect us when that could be the furthest thing from the truth. I feel like the Black and urban community gives up because the reality is that Donald Trump or Hillary Clinton or even Barack Obama doesn't speak on the behalf of the struggle that we deal with on a daily basis but that doesn't mean we should sit and be silent and not have a voice because the violence that has been perpetuated in protest on the backhand side proves our frustration."

Peep the new "Time 4 It" visual above and the tracklist for the tape below. Rico Richie's RSET Vol 3: Back 2 the Streets drops tomorrow (Oct. 7), at 2 p.m. via DatPiff. Look out for RSET Vol 4: POTUS (President of the United Streets) on Nov. 8.

Rico Richie's RSET Vol 3: Back 2 the Streets Tracklist

1. "Intro Time 4 It" Featuring Bigga Rankin, Produded by Freezy Lit
2. "Ape" Featuring 2 Chainz, Produded by Cassuis Jay
3. "Dope Hole," Produded by Friendly Neighborhood
4. "Options," Produded by Squat X Smurf
5. "My Buddy," Produded by DJ Spins
6. "I'm a Dog," Produded by Squat
7. "Where They At," Produded by Xanny Klan TT
8. "Petty" Featuring Snootie Wild, Produded by 20 Vision
9. "RNO" Featuring Boston George X 6urger Loc, Produded by Smurf
10. "Ashes 2 Ashes," Produded by Tone Legend

See 20 of Your Favorite Rappers Naming Their Favorite Rappers