As with punk, rap’s anti-establishment roots mean it does not, as a rule, sit well with the notion of promotion.

That hasn’t put Tilda off. “That’s me in my kitchen flow, making a mess, typical Tuesday,” begins a moustachioed dad, over a UK garage-style beat. “Not bad, you’re bossing it though – with a little help from your favourite foodie,” chimes in his daughter.

It’s pretty cringey stuff – though the edge is taken off by a neat visual flourish, which sees the rhymes delivered by photos of the family dotted about the home, as well as a phone’s wallpaper. Clever.

We learn about “trusting the process” of cooking, before some mountains of rice are presented and we’re instructed to “live like you mean it”. A ‘cool’ dog (like The Simpsons’ Poochie) wraps things up.

It’s exhausting stuff – but it might work for families.

Topics