Rap’s leading artists have become cultural icons due to the success of their music videos, which were directed by directors such as Hype Williams, Paul Hunter and Spike Jonze – creating a distinct visual language within rap that helped heighten its impact and become cultural icons themselves.
The 2022 MTV Video Music Award-winning clip for “This Is America” blends vivid hues and striking night scenes into an eye-catching cinematic aesthetic, juxtaposing playful dance moves with brutal gun violence to produce an emotionally charged video that has split opinion among its viewers.
1. Lil Nas X – “Old Town Road”
Lil Nas X’s debut single is an unprecedented phenomenon, staying atop of Billboard charts for 17 weeks at number 1, breaking records previously held by other rap hits.
The song stood out thanks to its country-trap hybrid stylings and Billy Ray Cyrus’ guest vocals; its success shows how music is evolving with streaming services and social media, where an up-and-coming artist can go viral overnight with just one viral hit.
This video may lack a plotline, but that doesn’t make it any less funny. Instead, it makes full use of every camera zoom, dramatic image, and silly costume to craft an outrageous 1970s action spoof that stands as one of the greatest rap videos of all time. It demonstrates just how quickly culture can shift over a short period, while also showing how rap music has transformed with Internet connectivity.
2. Childish Gambino – “This Is America”
Childish Gambino’s music video for his song ‘Black Spiderman’ is both terrifying and inspirational. It features syncretic melodies and trap cadences to evoke a dark, pulsing feel while alluding to America’s role as a dominant force appropriating black culture. Glover even shoots an execution-style guitarist before firing upon a church choir choir – so powerful!
Hiro Murai studied Michael Jackson’s “Thriller” video to create the illusion of an endless, pulsing shootout. The combination of vibrant colors with various night scenes creates a truly captivating visual experience.
At the conclusion of the video, Gambino dances with children as chaos ensues around them. He raps “On my Kodak you see all the police killing, choking and choking people” – an acknowledgement to how easy modern technology makes recording these events for people.
3. Kendrick Lamar – “We Cry Together”
“We Cry Together” from Kendrick Lamar’s 2022 album Mr. Morale & The Big Steppers shows him and Taylour Paige engaging in heated verbal sparring in their bedroom, with Paige accusing Kendrick of possessing an undersized organ which does nothing for him while Kendrick claims she has one that benefits both of them immensely.
Fluid tracking shots that follow an arguing couple around their one-bedroom apartment provide an effective visual accompaniment to the song’s rhythmically precise dialogue. Furthermore, this video has become the most watched rap music video to date.
4. Drake – “God’s Plan”
Boi-1da produced Drake’s God’s Plan song. Boi-1da has previously worked with Kendrick Lamar and Kanye West, known for their distinct sounds that recall old school hip hop.
Busta Rhymes’ videos often showcase his wry sense of humor, such as in “Birthday Song.” Here, two Chainz appears wearing suits and ties while being offered short lap dances from women of cartoonish proportions.
Tyler, the Creator’s “IFHY” video features vivid hues and night scenes that convey an emotionally powerful tale that borders on nightmarish. However, its surreal aesthetic belies its profound emotionality – this mark was an early milestone in Tyler’s rap career, leading him on to become one of rap’s biggest names with millions following him online and collaborates with some of its biggest artists.
5. 2Pac – “California Love”
Tupac Shakur was one of the most influential rappers ever. His music made an indelible mark on hip-hop culture and inspired other socially aware rappers to come. “California Love” remains one of his signature tunes and remains an evergreen classic.
Dr. Dre’s production ensured it quickly became a hit and charted at number 1 on the US Billboard Hot 100 charts.
This song is an homage to California and its culture, featuring lyrics that celebrate as well as criticize. Additionally, it includes samples from Joe Cocker’s cover of “Woman to Woman” as well as Roger Troutman’s talk box from his 1982 Zapp single “Dance Floor”. An incredible journey encapsulated within one track that still inspires today!
6. OutKast – “B.O.B”
This groundbreaking music video from two of rap’s premier names stands as one of the most viewed and recognized clips ever released in hip-hop history, from its caricature style opening sequence through to a nineties fisheye lens lens style ending scene – truly compelling footage that will remain an instant classic for years.
Released as their fourth album ‘Stankonia’ in 2000, “B.O.B” is an emotional and impactful song and music video by Andre 3000 and crew featuring multiple versions of him and screaming female audiences – this must-see visual for this track is sure to please any fan of rap music! Afrofuturism meets gangster rap in this powerful visual that features multiple versions of him surrounded by screaming female fans; featuring references to Boyz N the Hood and Rosa Parks along with project kids from project kids to corner boys booty shakers and church folk all gathered under one roof while singing along the duo’s message is one of enlightenment over trappings found within ghetto life!
7. Eminem – “Loyalty”
Loyalty is of paramount importance in rap music. Marshall Mathers (aka Slim Shady) and his D12 crew show this clearly in this video for their 2004 hit “Loyalty,” an all-out assault on anyone they consider disloyal or treacherous to them.
Missy Elliot’s 2005 single ‘Lose Control’ was one of the biggest hip-hop tracks of that decade and its video was breathtaking. Moving between 19th century house settings and desert tarmac roads, with Missy delivering her trademark smooth rap verses made this an incredible watch.
Tyler, the Creator is widely revered for his stunning music videos that feature exceptional visuals and mind-boggling concepts. ‘IFHY’ is no exception with an absurdist aesthetic featuring makeup artistry, set construction and surreal imagery to tell a compelling narrative while remaining entertainingly humorous – yet another masterpiece from Tyler! Congratulations once more Tyler on creating something truly memorable and funny!
8. RayTrey – “Johnny”
Philly rapper RayTrey takes cinematic music videos to an entirely new level in this one for “Johnny.” From dreamscapes involving giant spider-man statues to night out scenes that include some seductive dance moves and even an unpredictable stripper giving cursory lap dances, this experience will leave an indelible mark.
Notorious B.I.G and Diddy take their relationship to an all-new level in this classic movie, running away from police while catching helicopters and stopping off at wild parties along the way. A testament to one of rap’s great legacy figures.
Post Malone’s hit single from Spider-Man: Into the Spider-Verse has amassed over one billion views on YouTube since its release as part of the soundtrack for this blockbuster movie. Boasting stunning visual effects and an inspiring, positive message, this viral hit continues to gain viewers and likes all across the web.
9. Nas – “Wave Gods”
For evidence that an outstanding music video doesn’t require an extravagant budget, look no further than Pharcyde’s playful “Drop.” Filmed backward but expertly edited forward so as to be unrecognizable by viewers at first, this clip blends Latin dancing with glittery dance floors into an irrepressibly quirky plot line to produce an unsettlingly quirky video that captures their irrepressibly quirky sense of wit.
The video’s luminous colors and cinematic aesthetic, coupled with multiple night scenes, creates a compelling cinematic aesthetic. Furthermore, this is an excellent example of how to craft hit songs with strong lyrics while keeping production costs to a minimum – all these ingredients make this video one of the most watched on Youtube with over 1.6B+ views on Youtube! One of Cardi B’s most successful videos from the trap era! This collaboration between Puerto Rican Rapper Bad Bunny and Colombian Singer J Balvin became one of most watched videos ever from 2022 Grammy Award ceremony as Best Hip-Hop Album!
10. OutKast – “Sabotage”
A stylish video that showcases the duo at their peak. Its haunting visuals combine vibrant colours and various night scenes for an aesthetically pleasing aesthetic, making this one of the most-viewed rap videos of all time.
Missy Elliott’s debut single showcases her creativity and personality that would become signature traits of her creative identity. Cartoon-like visuals showcase some of her trademark traits: out-of-this-world concepts, female empowerment, and futuristic fashion choices that were iconic of Missy’s style.
Self-referential meta-video that pokes fun at the manufactured nature of music videos. Starting off with end-of-the-world news reports before flashing images of poorly edited bees swarming people and Wu-Tang members in Mad Max-inspired scenes; all while being playful, self-aware, and humorous just like A Tribe Called Quest themselves!