Entertainment Lions For Music > Music Content
BLACK DOG FILMS, London / RUN THE JEWELS / 2018
Overview
Credits
CampaignDescription
The director observed the lyrics very carefully and matched visual content closely, putting Run The Jewels into the video as narrators, commentating on a series of increasingly bizarre and hard hitting scenarios.
Execution
The film is traditional stop motion animation and was conceived, shot and posted in four weeks in Bristol UK.
Outcome
2,068,426 YouTube views
Featured on Rolling Stone, Pitchfork, and all major music and culture publications.
Relevancy
Music video to promote Run The Jewels, and their album RTJ3.
Strategy
The video depicts gentrification, racial profiling by law enforcement and a biased court system that doles out lethal punishments. This gives extra force to Run the Jewels' frequently repeated warning "Don't get captured."
The action in the piece closely follows the lyrical narrative, firstly through the corrupt gentrification of a downtown area and its effects on its displaced inhabitants. In the second part of the track we follow one of the displaced characters through a draconian justice system to his shocking end.
Synopsis
The band's management were keen to make a video with a strong social message. All the tracks on the RTJ3 LP have a social and political slant. This particular track covers the theme of urban gentrification and crime and punishment.
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