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David Knight - 22nd Mar 2018

LAMAR+NIK's video for Juicy J & Offset from Migos, is a revealing portrait of small-town middle America. In fact, it's their hometown.

Shot over six days in Blackwell, Oklahoma, this is riveting departure into documentary for the pair, who say that the footage gained greater resonance during the editing process, as America experienced the upheavals and tragedies in the first year of the Trump administration. 

But most importantly, those lit-up cars are amazing...

LAMAR+NIK:

"For Juicy J we set out to make a video about race in the unexpected backdrop of small town Oklahoma, where we are from. We wanted to showcase the interesting people that live in these remote areas and how white people love black culture, but may not fully understand black people themselves.

"The juxtaposition of the song and the small town antics had a strong connection to one another, which the video showcases. After we started to edit the video something transformative happened. The video became a lot more poignant than what we had ever imagined. When we stepped back and looked at the cut it was a peek into the current climate of our country.

"Events kept happening in America that kept giving the images in our video more and more weight. The NFL protests, the violence in Charlottesville, and mass shootings all started to make us realize we had to be careful with the images we chose to use and the message we were presenting. In the end, what we’ve made is a piece of content that we think can help start conversations around these issues."

Credits

DirectorLAMAR+NIK

David Knight - 22nd Mar 2018

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