Rich Brian delivered his debut LP Amen only days before the 2018 Olympic Winter Games kicked off in Pyeongchang, South Korea earlier this month. Fittingly, the rapper has taken up a winter sport in a new video for album cut “Cold.” Courtesy of 88rising, the aesthetic was conceptualized by Sean88 and his wife while watching the U.S. National Championships. Thus, we find Brian lacing up his skates and hitting the ice for a graceful figure skating routine with some
impressive triple axles.Directed by Matthew Dillon Gohen, the soothing video features Brian performing a skating routine in a rink lined with lights, all while in a feathered outfit with inky, backlit neon shots that fit the trippy color palette the MC has employed previously. Brian switches up between skating and rapping, as the lights create a silhouette around him, bringing the rapper in and out of sight.Like the song itself, the video is highly-introspective. The entire video depicts Brian setting out to do what he wants, even if it’s a solitary path. From the opening scenes, it sets the scene for what viewers would assume is a hockey-oriented video. But in typical Rich Brian fashion, he subverts our expectations, and follows the direction he set out for himself.
impressive triple axles.Directed by Matthew Dillon Gohen, the soothing video features Brian performing a skating routine in a rink lined with lights, all while in a feathered outfit with inky, backlit neon shots that fit the trippy color palette the MC has employed previously. Brian switches up between skating and rapping, as the lights create a silhouette around him, bringing the rapper in and out of sight.Like the song itself, the video is highly-introspective. The entire video depicts Brian setting out to do what he wants, even if it’s a solitary path. From the opening scenes, it sets the scene for what viewers would assume is a hockey-oriented video. But in typical Rich Brian fashion, he subverts our expectations, and follows the direction he set out for himself.
2017 was a defining breakout year for Rich Brian who proved over and over again that he’s a maven at breaking the internet. The 18-year-old artist has grown tremendously since he broke out as Rich Chigga with his 80M+ view video for ” Dat $tick “. He went from ‘the kid with the pink polo shirt and a fanny pack’ to “a bona fide rap star meeting his music icons and living it up in LA.”
Last year alone, his music videos for self-produced tracks ” Chaos ” and ” Glow Like Dat ” combined for over 55M views and his single, ” Crisis ” featuring 21 Savage, affirmed that “he deserves his triumphs to date and that he’s not going anywhere.” ( Pitchfork ) Whether he’s being named Rolling Stone’s ” 25 Under 25 ,” sitting down for interviews with Nardwuar and Pharrell Williams, selling out headlining shows in the US, Europe and Asia, or being reviewed by the likes of Pitchfork, HighSnobiety, Billboard and the LA Times, Rich Brian is showing why his “mainstream potential is unprecedented.” In the rap up to Amen, Brian ditched his stage name of Rich Chigga a gesture that atoned for the misstep and asserted that he is ready for lasting spotlights.
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