I don’t post music videos, hardly ever in fact nowadays but this one was just too good to pass on. Everyone loves to hate on ‘Ye but I’m a big fan of his creativity when it comes to fashion, music and art. The overdue visuals for his track Lost In The World off his last solo album My Beautiful Dark Twisted Fantasy surfaced earlier today and I know for a fact, it’s not going to be a lot of people’s cup of tea. It’s so abstract, too abstract for those who are used to the hoes, the cars, the bling – you know the usual MMG/YMCBBC video. What I love about it? The simplicity – no cinematic storyline required, the black & white sharp buildings, typography, high energy dancing and contrast just carry it for me. It’s been directed by Ruth Hogben – a London-based director who’s known for her fashion films. Makes sense now ey?
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If you’ve seen any of her previous works then you know why this is so slick and fast paced. It’s not your typical rap video for a not so typical rap song. Kanye’s on his fashion grind and when the two worlds collide, you get this stylist video. What do you think? or you left completely dumbfounded and lost by it?
Now ‘Ye, allow the PR stunts with Kim Kardashian and get back to making music or even a video for Never Let You Down off College Dropout. That song deserves a video.