Every day is Halloween for Kodak Black... at least, if this promo for 2'CY is anything to go by. Horror is an underexplored genre in hip-hop videos, and director Sam Brave throws himself in wholeheartedly here as a young boy walks into a darkened house, which is occupied by strange and chilling entities.
Unfortunately, Black himself is the weak link in this spooky chain. The intriguing ghost VFX and shots of undead dancers (which will trigger any trypophobes in the audience) are interspersed with footage of the rapper performing for the camera... although 'performing' is a strong word. He simply dances about a bit, sporting a large chain while holding a clearly empty styrofoam cup (which has become the universal symbol for lean - a recreational mix of codeine cough syrup and soda).
It's a shame, because the rest of the promo is a fun and well executed exercise in spookiness outside of the Halloween season, with a particularly interesting shot showing Black's severed head inside a fridge. Perhaps he should lay off the lean before the camera starts rolling next time, and there might be more fruitful results.
Product Category: Promos