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Three Takeaways From Kanye West and Lil Pump’s Video for “I Love It”

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Kanye debuted an interesting new video at the PornHub Awards while he served as the show’s creative director. In true Kanye fashion, it’s a fucking spectacle. There’s so much going on in it for it to only run a little over two minutes that we had to do a quick breakdown. Not only for our readers, but ourselves as well. Here are a few takeaways that we got from it.

Kanye’s fucking lost his mind

Imagine taking the lego head off a figure, stuffing a middle-aged celebrity in there, and then telling him to go ape shit. That’s the general gist of what the song’s video gives the listener. It’s not that it’s uncreative, it’s just that it feels lazy. There’s no obvious purpose behind it and it just seems to have been slapped together at the last minute.

Lil Pump, when used correctly, is a star

On the track, Pump is delegated to hook duties. It works out too thanks to Pump’s ability to find harmonies in plain sight. He’s easily the highlight of the song, but with Kanye’s verse mostly comprised of talking, that may not be saying much.

Kanye’s artistic direction has taken a hit with age

We saw that ye was a creative fail. Now, “I Love It” seems to show that his artistry is beginning to stink with age. Maybe it’s reversible, or maybe it’s permanent. One thing’s for certain. If this Kanye is what we’ll continue to get, he can keep it.

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Sar and Santi are all for “Top Down” cars in new video

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Sar and Santi’s new video for “Top Down” is simple; it’s hot outside, so they want to be in cars that only have the top down. The song itself makes a lot of sense when you see this because they adhere to its subject matter. They fling their hair too and fro and bring fresh energy to the trap-influenced song that creates an unexpected earworm to carry you well past Hot Girl Summer into the fall.

Watch the video for “Top Down” below.

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Selfmade Shark showcases love and celebrity in “Ion Mean To”

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Recently Louisiana based rapper Selfmade Shark dropped the visual for his song, “Ion Mean To.” Filmed by Rich Porter, this visual shows Selfmade Shark dealing with the trials and tribulations of young love and relationships while being a fast-rising rap celebrity. It’s a difficult watch, but it’s a story that happens everywhere. But celebrity is manageable so everything will be okay.

Watch the video for “Ion Mean To” below.

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Luh Soldier drops a new video for “My Campaign”

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The young Birmingham breakout rapper Luh Soldier always is working and his rise over the last few months has contributed to a lot of hype for the upcoming mixtape, Naw FR Vol. 1. The auspicious southerner has continued to grab our attention with hot new releases, but “My Campaign”, a single for his anticipated project is one of the most standout tracks of the young emcees career. Soldier delivers with invigorating energy and practices meticulous dynamite flows while also managing to touch on sensitive subjects and ineffable obstacles that he’s overcome in his life.

Watch the video for “My Campaign” below.

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