Yeezy is back -this time to show us “Mercy.”
Kanye West has been busy lately – and not just fooling around with his boo thang Kim Kardashian. He’s been back to the rap grind and releasing music videos.
Last week he dropped “No Church In The Wild” featuring Jay-Z from their collaborative album Watch The Throne and this week he’s offered up “Mercy” from his upcoming G.O.O.D Music compilation album titled Cruel Summer.
DID YOU KNOW? Kanye West founded the record label G.O.O.D Music in 2004 which stands for ‘Getting Out Our Dreams.’ The legendary John Legend was signed under his label.
The black-and-white video, directed by Nabil Elderkin, features the cast of artists together in a mostly empty parking garage, except for a Lamborghini visible in the background. –NY DailyNews
Not only does Kanye feature the artists on the track in the video (Big Sean, Pusha T and 2 Chainz) in true record label owner form – he takes the opportunity to sneak in cameos of his G.O.O.D Music label talent – Kid Cudi, CyHi the Prynce and Teyana Taylor.
The video is artistic and is delivered with slickness coated in swagoo.
There is no doubt from watching the first second of the video that “Mercy” is a Kanye West production – regardless of who directed the video. You’d be a damn fool to think that Kanye wouldn’t have artistic sign off on everything he puts out to the world, be that music, film length videos ie. “Runaway,” or his clothing line.
The camera work in “Mercy” is extremely impressive – it looks like it’s been shot in one long pan.
Yeezy’s label artists are dressed so freaking slick in this video. They are rocking skinny pants, meticulously draped headwear, high top kicks to die for with rich accessories, and a beautiful union of leather and fabric. The expressive fashion in the “Mercy” video is befitting of the lyrical braggadocio of the song.
Although “Mercy” doesn’t give us a lot of action or visual effects (with the exception of the teleporting) as seen in Kanye’s previous visual offerings such as “Church In The Wild” or the Hype Williams produced “Gold Digger” – it is no less appealing for it.
That’s one of the many reasons why Kanye is such a fascinating artist – even his most minimalist productions are considered, impressive and thought provoking.
I wish that other hip hop artists of today would take note of Yeezy’s approach to creating videos – exposed breasts and booty popping isn’t exactly creatively ground breaking. Yawn.
The “Mercy” video is seamlessly slick and has Kanye’s blueprint of genius and swagger on loop throughout. All the featured players Big Sean, Pusha T and 2 Chainz – along with Kid Cudi, CyHi the Prynce and Teyana Taylor all played their parts perfectly.
A united crew – for a united video production. I love it.
If “Mercy” is anything to go by – I cannot wait till Cruel Summer drops soon to see what the G.O.O.D Music artists can bring us under the brilliant minded Kanye West.
Watch “Mercy” by Kanye West featuring Big Sean, Pusha T and 2 Chainz below:
Just for kicks, check out the entertaining and excited review from Maxim Bady who famously reviewed “Theraflu” (prepare yourself):
What did you think of the “Mercy” music video?