We've covered Dax many times before (here and here and here). The last few years have seen him rise from promising upstart to renowned hip-hop sensation. He's got a lyrical vibe that is untouchable, and he's back with a unique statement about the uncomfortable intersection between holidays, consumerism, and cultural symbolism. GRINCH GOES VIRAL explores the dark side of a yearly, worldwide Christmas-themed media storm, taking a classic Seussian theme of the Grinch and putting a modern spin on it.

With a fast-paced and visually enticing music video for his twist on the popular children's story we watch as the Grinch becomes obsessed with the rat race and the dopamine rush of social networks and the appeal of a viral success story. If even the Grinch feels exploited, what does that say about the rest of us?

Visit Dax on Instagram.