Hip-hop artist Big Boi takes a substantial risk with his latest music video release, and it seems that his wager has paid off. The music video for “Fell in the Sun” exhibits a side of Big Boi we rarely get to see. “Fell in the Sun” pushes the boundaries of what we’ve come to expect from the generic party rapper.
The video (a collaboration between Big Boi and Phantogram, together forming Big Grams) begins with a bang: flashing colors, dancing lights, and images of the whole dang universe fade in and out as Big Boi utters the first lines of his song. As the first verse starts, he comes into view of the camera, dressed in a black windbreaker and baseball cap. The entire video, whether it be the cool color palette, Big Boi’s wardrobe choice, or the psychedelic imagery, gives off an air of freedom, relaxation, and even perhaps tranquility.
The usage of this visual style puts Big Boi and Phantogram in somewhat of an interesting predicament. Despite the mellow lyrics commonly found in today’s hip hop music, the visuals of “Fell in the Sun” are much more reminiscent of ‘90s-era hip hop. Harkening back to that generation of hip hop is undoubtedly a risky choice. In the days of “Hotline Bling” and Kanye West’s expansive, sometimes abrasive visual palate, the move back to a retro aesthetic moves against the current grain. However, Big Boi does it quite effectively—rather than detract from his work, the psychedelics of the music video set him apart creatively. While it may not be the right choice for every hip hop artist, Big Boi’s call to the past will likely net him musical success today.
Featured Image By Epic Records
Big Boi has NEVER been “generic” rapper!