Directed by Spike Jonze

Last week I was talking to a friend about music videos, or more specifically, the lack of creativity in music videos as of late. Granted, the combination of low production budgets for music videos thanks to the industry's utter failing to keep up with the Joneses, ultimately causing the bottom to fall out from under them and - rather than accepting that their narcissistic, stubborn unwillingness to accept and try change from their old model was at the very least partially responsible for that end result - now wag their fingers at and label the very same people they now fire off their products to in the hopes that they will at most times freely promote their wares to a larger audience as the scapegoat, as well as the fact that it's pretty much a moot point to spend money on what is essentially a 4-minute-long advertisement for an album in this day and age, means that the days of extravagant videos such as Xzibit's "What U See Is What U Get" or Diddy's "Victory" are long over... but that doesn't mean that rappers have to only resort to "rapping aggressively in front of a camera" for four minutes.

Peep, for example, this old behind-the-scenes clip for The Pharcyde's "Drop" which was a relatively cheap music video that, ironically, featured the group aggressively rapping in front of a camera for about four minutes while a bunch of random shit was going on around them... except that they filmed the entire thing backwards. That amount of detail - not to mention the countless hours it took for them to memorize their own song in reverse - is something that today's ADD-addled generation will, sadly, likely never do anytime soon, and is proof that you don't need to spend a lot of money to make a great music video.

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  • DK

    I'd say the part of the problem with lack of creative videos in Hip-Hop is that if you do anything different, symbolic or even slightly abstract your automatically labeled illuminati or demonic. But even then I wouldn't say there's complete lack or creative original videos there are still some dope ones coming out.

  • http://soundcloud.com/nucents RDLN64

    I don't know about that. Most "artistic" videos shot nowadays are pretentious and aren't artistically sincere. It's a fad or a trend to do something considered "art" in todays music business. Look at how many artists have emulated minimalistic paintings or faded out photos with red writing, after Kanye introduced My Dark, Twisted... and G.O.O.D. Fridays album covers. No one takes the time out to actually be original anymore -- just emulate or rip popular art from the 80's/90's. There are far too many Basquiat references to count and not enough individuals who are willing to try something new and different.

  • http://joshrichraps.com JoshRichRapsOfficial

    Great concept on the video. I might take a crack at something along those lines. My pockets/time not deep enough for a linguist.

  • Spikey!

    i remember seeing this BTS a while back. still dope to see such a crazy video being shot like this back then. Gotta give credit where its due tho, Spike Jonze has always been crazy with the directing

  • fuck a close minded nigga in the mouth

    jesus Mek, throw some periods in there. also the creativity has still been comin out, just not from the big labels anymore. like the other guy said, its the ones that are the most out-of-norm that get the illuminati labels n shit.

  • look at the world?!

    gotta look for those indie film makers. peep APlusFilmz or BBGUN. dope people out there

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