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T.I. Debuts Punkhop Genre With About The Money Video

06/03/2014
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(Radio.com) T.I. and director (and sometime Atlanta music producer/artist/all around creative) Kennedy Rothchild are working on a new genre: punkhop. What does such a thing look or sound like? The duo showcases just that with the new video for the rapper's new single, "About the Money," featuring Young Thug.

In it, Rothchild plays with the old hip hop video tropes like letterboxing (a signature Hype Williams move), guns, cars, gold chains and scantily-clad women, but he plays them to excess.

Setting all these things in a black and white environment (a signature Little X move) with shots of neon in the post-production elements gives it new life, but the really punk thing here are the cuts. Everything is off-center. It's odd, off-balance and heavily treated in post-production, giving the viewer a feeling of being both futuristic, dystopian and knowing enough about the tropes to winkingly exploit them without indulging in them.

Rothchild's great feat here is creating a video where nothing happens, but a genre is advanced. His toying with the colors and ideas behind pop art, slightly mocking but still embracing the tenants of hip hop videos, is impressive.

Check out the video here.

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Copyright Radio.com/CBS Local - Excerpted here with permission.

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