The lead single from G.O.O.D. Music’s first collective album Cruel Summer, and before watching this, re-acquaint yourself with YMCMB’s lead single from their group album. Managed to not gouge your eyes and ears out? You’re about to see what a proper collaborative video should be.
I quickly tired of this track, but the video has definitely put it back into my good graces. Boasting a monochrome pallet with a widescreen frame, the styling of the video certainly gets your attention from the off and creates a point of focus on the centre of the screen, which is fully capitalised on by charismatic work from all involved. The outfitting is both stylish and effective, as initially its difficult to distinguish each artist, before their individual verses and mannerisms kick in to set them all apart, with each artist really maximising their camera time with memorable performances. There’s a real sense of unity throughout, as Kanye regularly features alongside his proteges throughout their verses, whilst G.O.O.D. artists who aren’t on the track still appear, including Kid Cudi and Teyana Taylor.
It’s a cool yet aggressive-feeling clip that makes for an easy, interesting and likeable watch thanks to some good aesthetics and a superb roster of performers. Hip-hop fans will thoroughly enjoy this one for sure, and can grab it on iTunes right now.