Andrew Veeder on December 18th, 2013

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Los Angeles’ perennial hip-hop MC Murs has a new imprint called Label 316, and he has put together a new posse-showcasing track titled “S.O.S.” The Pharaoh Davis-directed music video was shot at the Beach Hut Deli in Reno, Nev., full of old-school arcade games, and features Highland Park’s Reverie, New Jersey’s Kosha Dillz, Oklahoma City’s Jabee, Phoenix’s MC Optimal, and Tucson’s Cash Lansky and Marley B, all of whom have forthcoming albums. Murs closes the song out, rapping, “Murs 316, and yes baby girl I am a Pisces / The one who wrote them songs that helped get you out that tight squeeze / Please tell your ex next time he text you to quote me / Show me my respect because I’m a mother*cking O.G.” In the press release, Murs says: “I started this label as a platform for all the hard-working artists out there I felt deserved a more. I for one believe that this game is 10% talent and 90% work ethic. And you won’t find one lazy artist on this roster.” Kosha Dillz’s album “Awkward In A Good Way” was released in November; Jabee’s “Everything Was Beautiful And Nothing Hurt” is due out on Dec. 17; Marley B & Cash Lansky’s “The Golden Ticket,” produced by DJ Fresh, is set for Jan. 7; MC Optimal’s album is scheduled for Feb. 4 release; and Reverie’s project is due out this spring.

||| Live: Murs, along with Reverie and Kosha Dillz, plays the House of Blues on Dec. 27.