HOLD ME BACK

The best rap videos weren’t the ones that had gazillions of unnecessarily expensive label-advance dollars thrown at them. Sure, they were fucking pretty to look at: explosions, car chases, mermaids floating in fishtanks, but the majority of them were charmless and relatively cold experiences.

Cash Money got it right, though. Their early slew of videos were mini-masterpieces. Sweaty, grimy and anxious, capturing every last drop of ghetto paranoia and aspiration. Juvenile’s HA is arguably one of the best rap vids, ever.

There must be something in the Magnolia water, because Rozay’s latest clip has channelled all the good stuff those early Cash Money vids got so right. About time, too, Rozay’s visuals were starting to look a little stale. So fuck all that velvet chandelier yacht rap on GFID, Hold Me Back is the B&W, burner under the pissy mattress, rap vid of the year.