T.I. and director (and sometime Atlanta music producer/artist/all around creative) Kennedy Rothchild are working on a new genre: punkhop.
What does such a thing look or sound like? The duo showcases just that with the new video for the rapper’s new single, “About the Money,” featuring Young Thug.
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In it, Rothchild plays with the old hip hop video tropes like letterboxing (a signature Hype Williams move), guns, cars, gold chains and scantily-clad women, but he plays them to excess.
Setting all these things in a black and white environment (a signature Little X move) with shots of neon in the post-production elements gives it new life, but the really punk thing here are the cuts. Everything is off-center. It’s odd, off-balance and heavily treated in post-production, giving the viewer a feeling of being both futuristic, dystopian and knowing enough about the tropes to winkingly exploit them without indulging in them.