Big Grams ft. Run the Jewels “Born to Shine/Run For Your Life” Video
Awesome Inc. and Adult Swim come through with some killer animation
Music videos are modern day opera. They’re the highest form of entertainment: sonics, visuals, combinations of real acting and technologically advanced visuals. But most are trash. Ten dudes in a cramped apartment making gun fingers and dabbing sporadically does nothing for me, and neither does the hackneyed ‘walking through a forest/abandoned building/around the hood with some trippy visuals’ trope. Very rare is it that an actual well-done video, synced with the song, and some semblance of a recognizable plot comes along.
So when I say Adult Swim’s newest collab with Big Grams is worth your time, take heed. The double video for “Born to Shine” (featuring Run the Jewels) and “Run For Your Life” is a technicolor adventure through the underbelly of an unnamed city, with all the foul characters you can imagine. While Killer Mike, El-P, Phantogram, and Big Boi are able to fuck up all the lowlifes they encounter at a bar, they quickly succumb to the temptations of a seductive witch. The animations, produced by Awesome Inc. really add a unique spin and take the concept to the next level. Take a look above, and get ready to have your mind melted. For more info on Adult Swim’s audio/visual collabs, check out our interview with Creative Director Jason DeMarco.