You can, though, stunt to camera for virtually no money at all. Conceptual videos with cinematic ideas but without the production values can often feel cheap and cringy. After the bottom fell out of music sales, companies couldn’t put up the kind of budgets that could turn Busta Rhymes into a sperm-like creature anymore. The internet, combined with cheaper recording equipment, allowed burgeoning artists to bypass the gatekeepers at MTV. Coming a year after director and rap video legend Hype Williams dropped one of his most ambitious projects ever in Kanye West’s “Runaway,” director DGainz’s simplified production marked the spiritual end of the big-budget, bling-bling rap video era, and established a model that young stars have been drawing from ever since.Įvolving tech and economics played a part in the production of “I Don’t Like” and its subsequent influence. Just 16 years old, Keef set a new bar on how immediate and impactful cheap clips could be. The likes of Odd Future and Lil B spent the early shots of the 2010s making rusty clips that felt low budget, low stakes, and fit a kind of Tumblr post aesthetic. “I Don’t Like” wasn’t the first inexpensive rap video deployed on the internet. Young men in adult bodies but not yet with grown-up minds. Just teenagers made of blood, bone and wrought iron.

There is no narrative or veiled messages. Here, the clear picture and close-up focus on its subjects only heightens the video’s in-your-face intimacy. Grainy production techniques are often deployed to give rap videos a raw feel. The one gun the squad appear to have between them is aimed at the camera’s lens intermittently. Co-star Lil Reese is seen in a blood-red hoodie - a vibrant contrast to Keef’s blue denim. They smoke weed, flash their ink, count money stacks, mosh topless to Young Chop’s punishing beat. “I Don’t Like” captures Chief Keef (né Keith Cozart) and his crew at their wildest. Now, the (presumably) Chicago building ought to be up for historical landmark status so it’s eternally protected. This suburban dwelling is the antithesis of what had been expected from an archetypal rap video prior to 2012, when “ I Don’t Like” smashed the template forever. Take a glance through the window of Youtube and one thing comes through clearly: there was never any love in that house. The interior design is sparse to the point of vacantness the space is so clean it feels sterile. The house that acts as a backdrop to Chief Keef’s “I Don’t Like” doesn’t look lived in.

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