The New Drake Video Is so Odd You Simply Can’t Look Away

It’s…well, he’s dancing? Sort of dancing, or swaying/shuffling, in an array of multi-colored rooms while dressed in curious outfits.  It’s utterly entrancing. 

by Jesse Mechanic

Aubrey is at it again.  Sliding into a recess of hip hop that no one knew existed—simultaneously coming across as a disconnected outsider and the current king of hip hop.  How does this man’s brain work?  What kind of a cortex, exactly is nestled within that skull? Where did this video come from?  And most importantly, where did he get that turtleneck? All of this would’ve made sense in 1998.  The rooms, the colors, the outfits, the women, it’s a toned-down version of a Diddy-era product soaked in oppulence and vibrance.  It’s a Hype Williams video through a darker, modernist lens.  And yet, and yet— it works.  Somehow it works.  I don’t know how it works, it shouldn’t work—it’s mostly ridiculous.  Perhaps the core of the allure lies in the James Turrell influenced colors and visuals.  Or maybe its just that the song itself so effortlessly worms its way into your head, that the accompanying visuals have no choice but to be successful.

Prior to this release, if I had to guess what a video for “Hotline Bling” would look like, I would’ve pictured a black and white, story-driven affair that goes along with the song’s message of change and loss.  This is not that, it’s better than that, it’s—at least I think—some sort of brilliant absurdity akin to Kanye’s “Bound 2″ video, but more subtle and even more perplexing.  It’s almost Lynchian.

Drake – Apple Music

Hotline Bling video out now.


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