James Barnes brings us the first of four videos for Scarlxrd, whose fearsome style combines trap with heavy metal. It's not easy listening, but the video for Living Legend presents him enjoying the apparent trappings of success.

Previously masked, the Wolverhampton rapper reveals his full identity in this new campaign. But he's still mad as hell.

JAMES BARNES:

"Collaborating with Scarlxrd is a unique experience. As an artist and content creator he knows exactly what his audience wants. The brief was to shoot four videos from the new album in a day, so Scarlxrd and I brainstormed ideas and then went back over every detail together once I’d written the treatments, so that the house felt authentically his (they are his actual cats!).

"Scarlxrd wanted LIVING LEGEND to be a new visual representation for him – more cinematic, fewer effects, no mask etc. DP Bud Gallimore and colourist Alex Gregory must take a lot of the credit for really delivering on the aesthetic and atmosphere.

"Obviously his is an incredibly demanding style of performance but even with our gruelling schedule he gave it 100% on each take. I’m excited for everyone to see the next three videos, and with the support of Globe, Island and Raw Power I’m hoping we can link all four and screen for fans as a short film."