Too often these days, rap music videos seem to fall by the wayside, thrown together haphazardly and released as a means to just “have something” out there. Not much thought is put into the art behind coming up with a dope concept, executing said idea and fleshing everything out in post-production, which basically means most directors and artists have lost the intrinsic values of the art.
The majority of today’s rap videos are hastily edited, giving most fans and viewers a headache — almost as if we’re stuck in a perpetual loop of Hype Williams-era visuals. Unless, of course, your name is Eif Rivera. I don’t think that man can do no wrong behind the lens.
Thankfully, we have true artistes like Jared Evan, who, with his newest single, “Role Model,” has decided to put together a cinéma vérité-styled clip which helps move the song’s story along, while putting everything into perspective — directed by Evans himself, along with some help of his friend CK.
Check out the video above and pre-order Evans’ The Blanket Truth (out Nov. 4th) featuring Lloyd and Alan Kingdom on iTunes.