"Multiply" - A$AP Rocky ft. Juicy J
When a video has two people getting Director of Photography credits, shit had better look cocaine immaculate. Thanks to the quantum-spiritual guidance of ASAP Yam$, who had the excessive good sense to list "Wardrobe" and "Casting" with a straight face, the video for "Multiply" looks precisely that good, if not a little better. Playing hard on the contrast between the empty, ostentatious, glittering sets and the fast-moving, extra-filled tracking shots gives this video a lot more blood in the veins than most. This is movie-quality urgency that not even Juicy J can fuck up.
(He tries, though.)
Here at Real Yeti Rap, our politics is essentially defined by frequent usage of the word "TRILL" so obviously A$AP Rocky gets our vote in 2014. He takes a vast nothingburger of a beat and layers it with compelling, precise flow patterns. In the space of this short single he managed more experimentation than you'll hear from any "Real Hip Hop" activists this year. It's almost like being sanctimoniously concerned over a "Culture" you're only a single pebble within is less important than actual creative contributions? Time will tell!
At around the 2:50 mark, the Universe grinds to a halt as Juicy J lights up, well, some sort of experimental marijuana hybrid, apparently. The A$AP team have access to movie-quality drugs these days, too: one hit and the guy spends four bars dancing in slow motion, raps for six bars, then leaves the very fabric of space-time itself, as if his whole second career had never happened; or at least, as if it wasn't a feature at all.
Still, if you're going to make a rap video, make it good and weird and memorable. "Multiply" is all three.