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LAMAR+NIK’s Juicy J Video is a Raw Portrait of America in the Age of Trump



The directing duo hope the promo for the Memphis rapper’s ‘Flood Watch’ will help start conversations around various issues

LAMAR+NIK’s Juicy J Video is a Raw Portrait of America in the Age of Trump
Directing duo LAMAR+NIK has directed a new music video for the Juicy J track ‘Flood Watch’, featuring Offset (part of hip-hop trio Migos).

On the idea for the video and how it developed, LAMAR+NIK said: "For Juicy J we set out to make a video about race in the unexpected backdrop of small town Oklahoma, where we are from. We wanted to showcase the interesting people that live in these remote areas and how white people love black culture, but may not fully understand black people themselves. The juxtaposition of the song and the small town antics had a strong connection to one another, which the video showcases. 

“After we started to edit the video something transformative happened. The video became a lot more poignant than what we had ever imagined. When we stepped back and looked at the cut it was a peek into the current climate of our country. Events kept happening in America that kept giving the images in our video more and more weight. The NFL protests, the violence in Charlottesville, and mass shootings all started to make us realize we had to be careful with the images we chose to use and the message we were presenting. In the end, what we’ve made is a piece of content that we think can help start conversations around these issues."
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