Oxnard’s Roc C is preparing to release a new album titled OxTales on Below System Records. To kick f his campaign for the LP, the former Stones Throw artist drops a video for the lead single “Run It.”

The track features vocals and production from fellow West Coast native Jelly Roll (not to be confused with the Nashville-bred rapper who shares the same name). The song and its accompanying visuals also mark the debut Roc’s character Shade Thrower.

“This song introduces a character I created named Shade Thrower and produced and features legendary artist Jelly Roll,” he tells implurnt. “Jelly Roll has definitely been a great supporter in my career and life in general. Working with him and Shade Thrower has been an honor, perfect set f for this OxTales journey to begin.”

Watch Roc C’s “Run It” video above. Look out for his album in mid-2020.