New music video from Hollow Profit

Hailing from Duluth in Minnesota Hollow Profit is a rising talent in the underground hip hop scene whose music balances emotional impact with fierce lyrical integrity. Since discovering a love for rap at 14, sparked by Eminem’s anthem “Berserk” during a family road trip, Hollow Profit has been on a constant ascent, using music as a vehicle for truth, strength and change. But it was Kendrick Lamar’s To Pimp a Butterfly that lit the creative fuse, pushing him not just to listen, but to write, speak and build.

Taking cues from the works of artists like Kendrick, Wu-Tang Clan and MF DOOM, Hollow Profit’s sound leans into classic influences while forging its own path forward. His beats blend retro vibes with modern edge and his verses are dripping in personal conviction and social commentary. Buried in the bars of a dense rhyme scheme to lighting up stages like his sets at Duluth’s renowned Homegrown Music Festival, this is an artist who holds nothing back.

Since making his first mark in 2021 with a feature on “Muddy II,” Hollow Profit has delivered a catalogue that reflects years of disciplined vision and creative growth. His solo debut “Costa Rica” landed in 2022, marking a new chapter defined by both lyrical dexterity and purpose-driven context.

Now, Hollow Profit delivers “Mortal Men,” a biting new single that stands as his most profound work yet. Produced by Be Franky and Katsuro, the track is a stark reflection on violence, loss and the fragility of life, especially within the hip hop community. Drawing a thread from fallen legends like 2Pac, Biggie, Pop Smoke and King Von to the tragedies of his own hometown, Hollow Profit crafts a tribute that’s both profoundly personal and widely meaningful.

“We are here today and gone tomorrow,” he shares. “Let us build a better future with the time we have.” That message echoes throughout “Mortal Men,” a track that mourns, confronts and ultimately dares to hope. Offering a moment of collective breath, of tribute, of reckoning, it channels a moody hip hop aesthetic where brooding piano-based arrangement flows with the marching shuffle of drums as Hollow Profit’s commanding vocal performance lays down slick rapped delivery throughout.

On “Mortal Men,” Hollow Profit strips everything back to what matters most; truth, remembrance and the vital need to break cycles of loss. Paired with the single is a music video directed by RoeKanuu which captures Hollow Profit performing the track with close shots and framed in a various settings from a church to the streets, captured in monochrome to give the visuals as much impact as the music itself.

Commenting on the single, Hollow Profit shares, “I read that hip-hop artists are something like 30 times more likely to be murdered than those in other genres. Whether that number is exact or not, it rings true to me. This song is for all the lost ones. For my cousin’s brother who was killed at 19, and for my wife’s co-worker who died in a quadruple homicide. It feels like we’re surrounded by death, but I’m not afraid of it – I just want a safer world for my kids.”

Watch the music video for Mortal Men below

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