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CartFeature: Kid Cudi Directs Best Music Video of the Year with "Just What I Am" Featuring King Chip
Wed, 07 Nov 2012 09:27:52
It was only a matter of time before Kid Cudi stepped behind the camera.
He's by far one of the most cinematic storytellers that hip hop has ever seen. His vibrant and vivid storytelling really took center stage on WZRD and, on "Just What I Am" from his forthcoming Indicud, he's gotten even more hypnotic. Cudi took the reins helming the "Just What I Am" music video, and he truly knocked it out of the park. Blending a classic psychedelic perspective with a modern gritty party aesthetic, he's conjured something truly mind-blowing.
In the video itself, he and King Chip cruise a Los Angeles warehouse district before landing at an underground party. Utilizing a sepia tone, the video's got a classy feel, enhanced by the gold frame surrounding it. It's a nice touch, framing the song perfectly.
Cudi and King Chip ride with a galaxy of stars glistening in the background, and as a director, he manages to strike a delicate balance between 21st century bombast and '60s and '70s panache. Something like a hip hop Quentin Tarantino, Cudi doesn't resort to speeding up the pace, but he lets the video's narrative stroll along, captivating in the process.
Steve Aoki pops into the frame for a sharp little cameo, but the real star is Cudi's directing. If this is any indication, the man's definitely got one amazing movie in him down the line.
Watch the Video Below!
—Rick Florino
11.07.12
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