Well, that was different.
While this generation of hip-hop catches flak for diluting a strong brand predicated on lyricism and conceptual exploration, the creativity purveyed by these newcomers cannot be overlooked. From redefining what it means to be “hip-hop” to intrepidly blending genres, the new wave that has become the common tide is fearless in their approach. This progressive mindset extends beyond just the music, and debunct other traditional hip-hop paradigms–including music videos.
On Kodak Black’s meme-rich track, “ZEZE”, featuring Travis Scott and Offset, the trio blends their varying melodic aesthetics into the island-influenced instrumental, which hinges upon an ear-catching steel drum pattern. Mirroring the track’s eccentricity, the music video–directed by Travis Scott–blends the popular DIY mentality that has enabled this generation to blur the lines between being an amateur and a pro with a big label budget to produce something truly unique.
Interspersing behind the scenes cuts that paint a larger context for the “actual” video footage, the “ZEZE” visual invalidates the traditional music video model to birth a distinct product.
Watch the “ZEZE” video below: