Music April 30, 2018

Video Update | Major Artists Drop Visuals For Latest Hits

This week, multiple artists have dropped artistic interpretations of some of their latest hits including SZA, J.Cole, Miguel, Ella Mai, and Remy Ma!

It has been debated that the current necessity for music videos may become obsolete. With the ability to obtain music instantaneously, streaming sites like YouTube and VEVO may not be listeners’ first choice to discover music, but instead, a place for them to expand the musical experience. Listeners want to connect stories to the sounds and lyrics they fell in love with and have become noticeably upset when they feel their own representation hasn’t nearly been depicted.

Take SZA’s “The Weekend” video, for example, the controversial and often misinterpreted song is one of her biggest hits to date. The video was released on December 21, 2017, and currently sits with over 12.5 million views on YouTube. By taking a look at the comments you can instantly see the outrage of fans who wanted a more scripted play by play visual of the lyrics. While SZA’s artistic and seductive movement in the video is outstanding, to most, the video didn’t satisfy and possibly left even more unanswered questions on the table.

Music videos are evolving daily, some becoming huge productions while others sit at the bare minimum, but no matter what an artist chooses, they must find a way to elevate the visual in order to enhance the longevity of not only their song but also the relationship they have with fans.

Take J.Cole’s newest “Kevin’s Heart” video off of his latest album “KOD”. The video follows comedian Kevin Hart as he goes about his everyday life. It is important to remember Hart’s scandal late last year when he was caught on tape cheating on his pregnant wife. While the video relives how Hart was perceived at the time, it is important to follow the story of the lyrics and remember to watch for clues. A huge scene that gives insight into the secretive life of Cole unfolds in the video. While they both Cole and Hart wrestled in separate isles over complicated strollers, fans have quickly begun to speculate if any babies are on board.

Not all videos reveal secrets but just like any other art, they are always a representation of the artists.This week plenty of videos surfaced giving music lover a chance to connect and/or reconnect with their favorite artists. 

J.Cole has hit a double play, making cameos in both “Kevin’s Heart” as well as Miguel’s video for “Come Through and Chill”. SZA has linked up yet again with her dojo master, Kendrick Lamar, for her “Doves In The Wind” video where she is able to show off

her athleticism. Ella Mai recruits some heavy hitters such as Khalid, Donnell Blaylock Jr., and Kamiyah as they make stunning cameos in her innocent carnival location. Remy Ma teamed up with A Boogie wit da Hoodie for their colorful track “Comfortable”.

Be sure to check out each video and tweet us your favorite via @RUVILLA!

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