Hip-hop and music videos have long gone together like peanut butter and jelly.
With the advent of the SoundCloud rap era and the deterioration of MTV over the decades, the days of music videos began to feel like a thing of hip-hop yesteryear.
Always considered an animated medium of art to introduce the artist to the world through identity, branding, or to send a selective message, videos, much like guest features, can give a song the ability to reach higher dimensions and chart rankings or make and break the branding of an artist.
Through the years, musicians have linked up with some of the most dynamic directors to produce some of the most memorialized videos in hip-hop history like Childish Gambino and ‘This Is America.’ As we prepare for to bring in a new year and the anticipation of what hip-hop will bring, here’s three music videos you may have missed in 2018.
Kali Uchis ft. Tyler The Creator & Bootsy Collins: After The Storm
Karly-Marina Loaiza, otherwise known as Kali Uchis, stepped onto the scene back in 2012 with her mixtape ‘Drunken Babble.’ Refusing to be put into a box and breaking the mold of all genre labeling, it wasn’t until her 2014 collaboration with Snoop Dogg that launched a buzz around her name. ‘After The Storm’ has a 60’s and 70’s astro turf feel aesthetically. Her link up with Tyler, The Creater and Bootsy Collins is the perfect trio to sprout the seeds of love and usher in the sunshine after you’ve weathered the storm.
Tyler, The Creator: OKRA
Tyler, The Creator is considered one of the most prolific and gifted lyricists in his relatively short career and young age of 27. Since his introduction onto the scene as the leader of Odd Future, whether it be music, television, BMX culture, or his quirky style, he receives as much worldwide acclaim as he does controversy for his ideologies and misogynistic content. ‘Okra’ is the perfect vignette to showcase that lyricism in all of its psychedelic majesty.
Travis Scott ft. Drake: Sicko Mode
Sicko Mode, which debuted as the third single off Travis Scott’s highly acclaimed ‘Astroworld,’ landed him at number two on the Billboard charts. This is one of those instances where a music video can launch a single into another galaxy which ironically, is the scene set for Sicko Mode. Directed by Dave Meyers, the video topped its production costs into galactic ranges in upwards of $700,000.