The video for the Joey Bada$$ and DJ Premier collaboration “Unorthodox” drops, delivering a fittingly unorthodox combination of animation and live-action visuals.
Joey Bada$$, the Brooklyn teen with a buzz, continues to ride off of the acclaim of his 1999 mixtape and the PEEP: The aPROcalypse mixtape, along with his Pro Era crew. Bada$$ has been successful at catching the ear of both nostalgic-for-the-true-school listeners as well as a young breed of hip hop fan, leading many to question whether a more throwback sound is indeed becoming more prevalent in today’s emerging rap music scene, particularly out of the New York area.
Directed by acclaimed directors Coodie & Chike from Creative Control, the video takes the audience on an illustrated journey with Joey and Pro Era through the cold streets of Brooklyn. Featuring picturesque backgrounds, and taking inspiration from the illustrations of artist Evan Hecox, Coodie & Chike successfully blend animation with the surrounding elements and Joey’s gritty lyrics.
Time will tell how much nationwide support Joey Bada$$ will receive, though he will get an idea shortly, as he joins Flatbush Zombies and The Underachievers to take their brand of new New York sound across the country as part of the multi-city (and multi country) Beast Coast Tour, kicking off later this month.
Watch the video for Joey Bada$$ “Unorthodox,” featured by DJ Premier, below.