Tag Archives: tyler the creator

Meet the High5Collective, masters of the unofficial video

“We make videos for artists that inspire us.”

That simple credo comes from the High5Collective. If you don’t know their name yet, you soon will. While music video directors CANADA use the traditional, artist-commissioned model, the High5Collective (or H5C) is trying something different: producing high-quality – but unofficial – videos on spec. Coupled with a low-information mystique and a reliance on social media like Tumblr, H5C is firmly in touch with the zeitgeist.

H5C appeared out of nowhere about a month ago, with a video for The Weeknd’s “The Morning.” Like the song, the clip is a lurid tribute to debauchery, complete with half-dressed club rats and expansive shots of the desert. Straying from form, however, is the video’s dip into darkness: a metaphorical take on the psychic damage that the club lifestyle entails.

http://vimeo.com/24453255

The collective has also tackled songs by the Internet driven, crew-of-the-moment, Odd Future. H5C’s video for Frank Ocean’s “We All Believe” continues the visual feel of “The Morning,” even if there isn’t as strong a thread from song to video. Like a better version of Rihanna’s “Man Down,” the clip is a tale of assault, revenge, and murder. Again, H5C opts for a sinister narrative and an unsettling conclusion.

http://vimeo.com/24812777

Their recently released video for Tyler, the Creator’s “Transylvania” attempts to capture the spirit of the earliest Odd Future clips (notably “EARL“). “Transylvania,” one of the hardest songs on Goblin, is the perfect soundtrack for some wolf gang-esque mayhem: skateboarding, drug-use, underage drinking, violence, theft, and eventually (and predictably), date rape. Like KIDS, it’s shocking because of its verisimilitude.

http://vimeo.com/25394063

Rounding out the collective’s output is a clip for Sander Kleinenberg’s electrohouse anthem “T.I.O.N.” The video is straight-forward but effective: one of those mythic parties of youth, with enough oddly colored drinks and sexual experimentation to go around. Also, body paint.

http://vimeo.com/25065341

Will the High5Collective be able to convert unofficial videos into official ones? In an age where Kreayshawn gets a $1 million contract after one video goes viral, the right combination of talent and savvy goes a long way. The High5Collective is blessed with both.

Video Rundown: Brenmar / The Weeknd / Tyler the Creator

Here are three new videos that challenge the concept of sexuality in the format. Audiences are used to dancers, models, and objects of affection in clips; what happens when these sex objects are taken out of their element?

Brenmar – Taking It Down

The video for Brenmar’s “Taking It Down” flips the concept of the lap dance: the dancer keeps her clothes on as she takes off Brenmar’s… hair. Intercut with scenes from a dreamlike, after-hours rave in the barber shop, the clip complements the Marques Houston-sampling slice of rhythm and bass. Who knew a straight razor shave could be so sexy?

The Weeknd – The Morning

From the High 5 Collective comes another unofficial – yet slickly produced – video for a song by the Weeknd. Like the clip for “What You Need,” this one for “The Morning” features semi-dressed club girls during the morning after. But as these four wander home from partying in the desert, things take a turn for the weird. Models, cocaine, the Devil – what doesn’t this video have?

http://vimeo.com/24453255

Tyler the Creator – She (feat. Frank Ocean)

Odd Future has come a long way from lo-fi skate videos. The clip for Tyler’s “She” actually has a narrative, albeit an OFWGKTA-approved one about stalking and violence. Tyler (who also directed) appears as the ski-mask and Supreme clad Goblin, stalking Frank Ocean’s girlfriend. The twisted tale of high school devotion ends with Tyler smiling and practically winking at the camera, acknowledging that the video – and the Odd Future MO – are both fantasies.

Album Review: Tyler, the Creator – Goblin

If Odd Future has taken over the world, Tyler, the Creator is the evil mastermind. Hip-hop needs provocateurs – NWA, Kool Keith, Eminem – polarizing artists that both shock and entertain. Tyler and Odd Future are the next in this line, set apart from their peers by their barely legal ages, Internet-age productivity and Wu Tang-like devotion to their brand.

Goblin is the collective’s first proper album, released on trendspotters XL. Continuing his conversation with his fictional/internal psychiatrist, as on Bastard, Tyler opens with a nearly seven-minute title track, a spoken-word diatribe about the downside of his meteoric rise (“I don’t even skate anymore, I’m too fucking busy.”). This isn’t new territory – see Kanye, Drake, Childish Gambino, etc. – but like those artists, Tyler has a well-developed image and style.

The Odd Future movement revolves around self-gratification, not breaking new ground. Tyler’s closest comparison is Eminem, with his odes to sexual violence, suicidal fantasies, and parental disappointment. Like Eminem, he reiterates the obvious to his critics: his lyrics are fictional, going as far to call out “white America” (the target of the first song on The Eminem Show). Tyler even adopts his cadence at times.

Tyler is all about contrasts and juxtapositions, reveling in dualities. Admonishing the listener one moment for taking him too seriously, and then grabbing them by the throat and forcing them to recognize him the next. First self-confident at his accomplishments in the last six months, and then suicidal over his existential, self-esteem issues. “Tron Cat” includes jazzy, la-la-la breaks: momentary respites from grimy negativity like “rape a pregnant bitch and tell my friends I had a threesome.”

Posse cuts present contrasts, as well. The swagged-out “Bitch Suck Dick” has the bombastic production of a Soulja Boy track, while “Window” is clouded and syrupy – a barely-there beat that lets the storytelling do the heavy lifting. Advance single “Sandwitches” gets a spit-shine and a proper release; the Odd Future anthem pairs Tyler with Hodgy Beats. The duo returns on “Analog,” one of Tyler’s smoothest songs yet. Companion pieces “She” and “Her” are Tyler’s unique attempts at ballads: nakedly confessional tales of high school love and loss. “She” features crooner and break-out candidate Frank Ocean, who shines, as usual.

Tyler is the first to admit that he isn’t the best rapper. His flow is lazy and repetitive at times, and he’s obsessed with the same topics. These are largely products of his age. Behind the boards, he already has developed a trademark sound: queasy, horror movie boom bap. His greatest pressure to improve will probably come from within Odd Future: standout track “Transylvania” is the only produced by someone else: Left Brain.

Goblin is a fine sequel to Bastard. Musically, they go hand-in-hand. Lyrically, Tyler’s work is informed by the last year and a half, as he joins his fame-challenged peers. No doubt, the album is uneven. But Goblin is another testament to Odd Future as the most exciting and vital artists of their generation. Bastard announced Tyler to the world. Goblin ensures that this is just the beginning.