Oxnard’s Roc C is preparing to release a new album titled OxTales on Below System Records. To kick off 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 of 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 hitmusic. “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 off for this OxTales journey to begin.”

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