"Panini"

11 September 2019

2 mins 24s

Panini

Viral star Lil Nas X shows no signs of letting his 'Old Town Road' fame abate any time soon. The artist refuses to let himself be penned into a single genre, this time returning with a sci-fi influenced promo for synth-heavy single 'Panini'.

Set in a futuristic, surreal world, the film takes Nas's fame to its logical conclusion - following a non-fan (Skai Jackson) who's desperate to escape seeing him on every holographic billboard and poster in town. However, Nas and a gang of dancing cyborgs have other ideas.

Part of what makes this promo so interesting is that it provides insight into how musical artists are changing with the times. After a viral hit which was written only half-seriously, the eagerness to acquire brand sponsorship from any and all avenues (Beats by Dre, Fiat, Uber... the list goes on) is completely unironic here - a far cry from the days when only starving artists were considered authentic.

It's clear there's been a cultural shift somewhere between the rock and roll rejection of selling out and the eagerness of celebrities to endorse products the second they have enough clout to make it profitable.

Perhaps the reality is that the up and coming artists themselves have changed: if you can afford to make it in the music industry without corporate sponsorship... you probably weren't much of a starving artist to begin with. Lil Nas has come a very long way in a short space of time - and the momentum doesn't show any signs of fading.

USA

Promos