PS Hitsquad - Coulda, Woulda, Shoulda (Official Video)

Photo Credit: Fynn French Collins

Peckham rapper PS Hitsquad has unveiled the video for his latest single, Coulda, Woulda, Shoulda, a reflective and deeply personal release that offers another glimpse into his forthcoming debut album, Life on Licence, arriving July 3 via House Anxiety.

Directed by longtime collaborator Billy Howard Price, the video combines intimate performance shots with archive footage from PS' childhood and early days as part of influential drill collective Zone 2. The result is a nostalgic look back at the experiences that shaped both the artist and the man behind the music.

Built around soaring synths and melodic production, Coulda, Woulda, Shoulda finds PS in a more introspective mode, reflecting on ambition, missed opportunities and personal growth. The visual narrative mirrors the album's wider themes, exploring the boundaries and restrictions that have defined much of his life.

Life on Licence marks a significant evolution for PS Hitsquad, moving beyond traditional drill conventions into what he describes as "post-drill". The album tackles themes of trauma, institutionalisation and freedom through a cohesive, conceptual lens, showcasing a more mature and ambitious artistic vision.

The project features appearances from Unknown T, Cristale, VonOff1700, Joshua Baraka, Lihtz and Deema, alongside production from respected UK and US collaborators including DJ L, Jayco and Thankutimmy.

Having built a formidable reputation through Zone 2 and solo releases such as Guten Tag, PS now appears poised to enter a new chapter. With Life on Licence, he positions himself at the forefront of a new wave of UK rap artists pushing beyond genre boundaries while remaining rooted in authentic storytelling.