Rappers seems to be unconfortable nowadays in their own environment of gangsters, and pimps; they want to exaggerate, music itself is not enough. Among those who create clothing lines, and those who try to be visual artists, we have Kreayshawn. That is basically doing nothing, but her video is such a poupourri of references in the illustration world that we cannot say it is just Hip Hop. It is something more, something that we will never understand.
 
The design collective Syndrome gives us a hint of references that inspired them in the creation: “In our Kawaii inspired video for “Go Hard,” her first major label single off her debut album Somethin’ Bout Kreay, Kreayshawn’s world is one of bright colors, deranged animals and classic comics. In it she rescues a girl from her mundane existence at home and transports her to a surreal, party themed world of all things Kreayshawn”
If you don’t know what Kawaii is, they are kind of japanese comic illustration, like sushi with face and so on.
 

Despite this suggestion has been given to us by the directors, other references seems more evident, like:
- KAWS: a sample of his latest exhibit at Galerie Perrotin (Hong Kong).
- Roy Lichtenstein: amazing pop-art icon who subverted classic comic-book graphics on huge canvases.
- SoMe: award-winning graphic artist and video director, part of France’s Ed Banger crew who did Justice’s “D.A.N.C.E” and Kid Cudi’s “Day ‘n’ Night” videos. (That Cudi video is still one of my favorite of all time.)
- Mishka: streetwear crew, uses lots of those classic punk bloodshot eyeball icons on their gear. Pretty sure Kreay owns a pair of these and said, let’s make a video out of my pants.
- Happy tree friends.
 

Speaking more generally Street Art is the main character of the visual of this video, a contemporary Pop Art that doesn’t clash with the reference to Roy Lichtenstein, I dare say.
 

As for the technical part of the video, I am sure they messed up with digital imagery pretty well, and I can say only a little more, as the Chef never tell his secret recipe; we have only the credits of this video, so you know who to blame.
 

If I have to choose my favourite part of the video…Kreay told Rapfix that “My favorite part about the video is that I always notice something different every single time I watch it, it’s like going on a visual adventure”, so who am I to contradict her.
 

Happy Summer Heat Week.