Goosebumps - Travis Scott
This is my favourite music video of all time. Stylistically, it created a completely different perspective on video editing, and has influenced the approach Director’s have taken since its release. Flare lenses, psychedelic imagery and a heavy amount of green screen combine to make an absolute madness; every time I revisit the vid, I notice something new. Whether you rate America’s modern day rockstar or not, you can not deny this is the waviest music video ever.
A Lizard State - King Krule
The creative vision Archy Marshall had for this video was mad. Sporting his Grandad’s old suit, an intrinsic look to the South Londoner, the disorientating shots compliment the jittery guitar rhythms that make up the tune. The grey colour scheme harks back to old Chanel perfume adverts; a post war vibe that works so well with the venerable nature of the track.
Man - Skepta
Basement parties and broken police cars are all the rave in Skepta’s masterpiece ‘Man’. The vintage, punk aesthetic is incredibly iconic, harking back to not only Lord of the Mics, but pre-grime subcultures from the U.K. Appearences from Mikavelli, Lehal Bizzle and model Sonny Hall show the influence Skepta has to the DNA of England; from the underground, all the way up to the mainstream.
Fucking Young/Death Camp - Tyler, the Creator
I could have chosen any of Tyler’s music vids for this list. His colourful outlook on life is a great way to escape reality; whether it comes on at a lean up, or you’re at home feeling sorry for yourself, this short film is an absolute masterpiece. From the cinematography to the vibrant colour grading, the world he depicts is a credit to his mind and innovation in the hip hop scene. The narrative not only breaks down boundaries, allowing rappers to wear pastel tones and express their love for sunflowers, but it’s references to films like Mad Max elevate the intrigue and forces you to really enroll in the story.
What If I Go? - Mura Masa
I'm a big fan of Mura Masa music vids. The editors of his music videos tend to stick to an old, film camera style aesthetic and make regular reference to youth culture in London. You'll notice this in other vids of theirs such as 'Move Me' and 'Love$ick'. 'What If I Go?', however, has always been my personal favourite. The editor of this vid uses a, now commonly used, 3D gif effect, which is typically done using a Nishika N8000 film camera with 4 separate lenses, capturing 4 angles all at once. These gif effects come in around the time of the first drop in the song.
Praise The Lord - A$AP Rocky ft. Skepta
Personally, the majority of my favourite music videos are made by Awge. Awge have created some of the most original and memorable music videos of this generation in terms of editing and aesthetic. To name a few; 'Yamborghini High' - A$AP Mob, 'Magnolia' - Playboy Carti, 'A$AP Forever' - A$AP Rocky, 'The Mattress' - A$AP Ferg. 'Praise The Lord' incorporates all of the best work of Awge, in that it uses original, complex, modern day editing techniques, whilst never loosing its grainy overlay, lens flairs and flicker transitions to keep the old style aesthetic, which has become so stylish in modern day music vids. The video uses a split screen to compare the UK and USA, appropriate as this song incorporates the best of English and American rap.
Options - NSG
This tune is an absolute bop, and the music video accompanies the vibe so well. Masking out the individual NSG members, the collage aesthetic and speed manipulations suit their individual personalities and styles; the layers of clips from their gigs keeps you on your toes and constantly intrigued. It’s quite a contrast to the usual videos you get on GRM daily, with effects being preferred to high production values that glamourise grime and Afro-beat stars. Nevertheless, it’s a bit of a master piece.
1:11 - House of Pharaohs
The gas levels are off the Richter scale in 1:11. House of Pharaohs are the closest England have to Odd Future, and the rowdiness of this video portrays their playfulness in a contemporary and humerus way. As the group charge through local shops, casinos and hotels, you feel the passion they have for the music they create and the scene they derive from. The Londoner’s return are long overdue, but an EP is on its way; we just hope they collab with allegorical to produce more of their music vids.
GOLD - BROCKHAMPTON
BROCKHAMPTON made some memorable music videos for their 3 part 'SATURATION' album, but probably none more memorable than 'GOLD' which has over 10 million views. One thing that sticks out in this vid is the vibrant coloured, flashing lights accompanied by jumping ravers which adds to the element of pace in this track and makes any viewer aware that this song would bang when seeing it live. BROCKHAMPTON have released a lot of content in the last few years, however throughout all their songs I believe 'GOLD' still remains undeniably one of their hardest tracks.
Magnolia - Playboy Carti
When thinking about the best music videos it's difficult to not think about 'Magnolia'. Another Awge video, with over 89 million views, which uses shots of New York and complex, fast-paced editing to create one of the hardest music videos American trap has to offer. The sheer pace of this video, tying in with the pace of the song itself, almost makes it impossible to turn it off and I'm sure anyone can agree that the chaotic, complex editing is that of the highest standards. Another miracle of media created by Awge.