Luke Bather - 1st Nov 2016

Kid Cudi's latest self-directed video - under his real name Scott Mescudi – sees him throwing a dance party with A$AP Rocky, Willow & Jaden Smith as some of the celebrity guests. But in light of recent news about the artist, this otherwise carefree video now comes with some dark undertones.

It's a roaming camera affair with as many different coloured lights as you can throw at a video, whilst Cudi and company just dance the night away. However, with lyrics such as "The industry is so full of shit / Welcome y'all to the enema / Nah man, no subliminal / 'Cause they insecure, they know who they are", combined with Cudi's recent clashes with Drake and Kanye, and the fact that he recently checked himself into rehab for "depression and suicidal urges", the video now takes on the melancholic context of being Cudi's one last hedonistic hurrah before taking steps to repair himself.

Credits

Art DirectorKai Boydell
DirectorScott Mescudi
Production CompanyHappy Street
Executive ProducerJeff Pantaleo
Production ManagerJordan Curtis
Director of PhotographyKevin Kerslake
ProducerDanyi Deats
EditorChris Davies
ColouristKevin Kim
Post production companyBonch
Lead actorA$ap Rocky, Willow Smith, Jaden Smith
CommissionerKate Miller

Luke Bather - 1st Nov 2016

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