Watch these Music Videos Again, and Again, and Again
As the years passed, our understanding of the culture in America has changed. As discourse surrounding all the "ism's" that are prevelant in America, and the racial gaslighting that has taken place in the media, It has been a struggle to grab the strings of Black creativity and confidently say, "no, we made this." And while the hard conversations that lied beneath shallow surfaces have risen to the top, dividing tactics have faded away and were replaced with inclusivity and diversity campaigns. With the rise of Tik-Tok, AAVE language has become the neighbor language, and many inventions are now for "sharing." So, what happens then? Our culture becomes diluted and overlooked as its separate entity.
In the list below, office wants to share some of our favorite rap music videos from the last generation, fixating on the evolution of cinematography and storytelling that has come with it. Now, a music video isn't just a chance to show off the surplus amount of x's and o's but also an opportunity to make narratives and or content that makes viewers turn to their friends and go, "wait, let's watch it again." And again, and again, and again. Hip-Hop is a genre-bending sound because the feeling creates the music; the backstory is the centerpiece. The list below highlights individual music videos and individual works of artists showing how to make flowers bloom in the most judged genre.
Aminé — "Shimmy," "Charmander," X "REDMERCEDES"
Since the song "Caroline" dropped that summer in 2016, the world has gone bananas for Aminé. When you press play on his music videos, you become engulfed into a world filled with school classrooms, tennis balls, car washes that aren't so focused on cars, the entire city of Portland, and dogs. There's color, there's warmth, and there's fun. Like, a lot of fun. The cinematographer, Ben Mullen has worked closely with this rapper, constantly bringing his ideas to fruition.
In a conversation with Mullen, he recounts what it's like working in this field. He brings the creative ideas that started as "what if?"'s and creates treatments. In a 12-16 hour production day, magic is happening. "Musicians bringing, like, all of themselves into something and it's interesting, it just made me think of it when you're talking about the difference between like Shimmy, and Charmander is like, yeah, they're very different videos, but they're so tied to the interests and trends that Adam is into when we're making them." Ben says. "The commonality between all these artists is that they are really creative and they're not necessarily tied down to one style. They're willing to experiment. They're willing to change their whole aesthetic based on whatever they're currently interested in."
Tyler, the Creator — "JUGGERNAUT" X"A BOY IS A GUN," X "FUCKING YOUNG/PERFECT."
Over time, Tyler's music videos have become a bubble bath of imagery, imagination, and creativity. Since the earlier times of his career, he has worked with cinematographer Luis Perez to bring breath to some of these storyboarded ideals. From sunflower trees to dollhouses; there is an awful amount of character. A lot of those "what?" moments as well.
This music video contrasts the pastel blues of Tyler, the Creator, but the realism of this music video puts one in an elevator state. This music video brings forth an almost nonfictional interpretation. Our hearts sink a bit at the relatability of burying a loved one. Yet, they begin to smile at those beautiful moments where we can hug our family members, eat mac n' cheese, and dance the cupid shuffle.
A$AP Rocky — "Sundress," "Kids Turned out Fine," X "L$D,"
Rocky's music videos stick out far. Sometimes makes us question if Sam Levinson was influenced by the Israel version of Euphoria or an A$AP Rocky video. Rocky creates moments that are one giant train of hallucination. From these music videos your pupils will dilate as if you were on a hallucinogen.
Childish Gambino — "THIS IS AMERICA," "3005," X "Sweatpants" —
We could have many conversations about Childish Gambino. Like, many. Every album is an unfolding chapter, and you thank God that you have ears. His ability to create is unlike many. And in two weeks, we'll even see where that takes us as "ATLANTA" returns to FX audiences. Okay, back to the music. Many of his music videos have created a floodgate of nostalgia. Those on the brink of adulthood and almost thirty-year-olds sitting and eating cereal with their silver spoons while sighing about the good ole days. One of his more recent music videos, "THIS IS AMERICA," started a frenzy of conspiracies. Glover's ability to begin and end conversations puts him at the top of the Ferris wheel.
Jay Rock, Schoolboy Q, Ab-Soul, and Kendrick Lamar's— Say Wassup"
This music video takes place through the lens of these talented artists. Literally. Each rapper spits their lines through this bug-eyed view taking us on a trip downtown. And it means something to see such artists who represent blackness unapologetically, traveling on the other side of the world as they all deserve to. The last moments of this music video end in laughs and purchased eggrolls, and something about that feels like home to us.
Do rappers usually make music videos centering on romance? They should do it more often. This UK rapper's music is like a pulsation throughout your body, and with songs like, 'OUTTAMYMIND!" and "SAY NUN, AIN'T NUN," he's usually putting you in the mood to mosh or break something. Yet, this music video does the opposite. "INDIA" focuses on a Bonnie and Clyde love story with dates st the diner and blowing hair from the passenger seat of a presumed stolen car. It allows rap to be seen in such a soft perception and creates variety to this kind of genre.
Vince Staples — "ARE YOU WITH THAT?"
The montages used in this music video are hauntingly artistic. As the video opens with a black screen, it cuts into the dark as Vince Staples runs. He runs through this suburban neighborhood filled with other Vince Staples observing him while doing their good samaritan actions. The song gives picture to such harsh situations especially concerning violence in black and brown neighborhoods. He even personifies himself as a plant being watered— except it also mirrors the same destruction as bodies being planted into the ground. This video is a must-watch, and the visuals created by Philips Shum are a wonder.
Kanye West — Dwele's X "Flashing Lights"
Directed by Spike Jonze, this music video is gorgeous. The dewey filter over the lenses makes the whole music video seem like a fever dream, or well for Kanye, a feverish nightmare. The sky cascades on the whole entire video, and with the simplicity involved with the actual content of the music video, the song means even more. The comments made under this music video prove points: "every time I hear this song, it feels like I'm listening to it for the first time."
