The Roots crew returns with the visuals for their single “When the People Cheer”off their forthcoming album …and then you shoot your cousin. Featuring an animated short directed by Joe Baughman, the clip centers around a man molded from brown clay who navigates an empty factory. With our main character encountering pitfalls around every corner, the video reinforces the bleak world outlook expressed in the track. Coupled with typography that decodes the complex lyrics, the video brings the group’s vision for the song full circle.
Check out the video in the player above, and pre-order The Roots’ forthcoming album here, out May 19.