On Monday (11.28,) superstar rapper/writer Future dropped a new video for “712PM,” directed by Travis Scott.
The video for the opening track from of his latest album I Never Liked You, features stylized visuals and all the makings of modern Hollywood complete with a Benz parade and a Maybach that flash across the screen while Future, draped in fur, raps in front of a blazing fire.
His latest visual follows previously released I Never Liked You videos “Worst Day,” “Wait For U,” “Puffin on Zootiez,” “Holy Ghost,” “Love You Better,” and “Massaging Me.” In September, Scott was the creative director for Future’s “Love You Better” performance on Jimmy Fallon Live.
The “712PM” collaboration also marks another major project for controversial Travis Scott, who’s made a slow comeback in the months after 10 people died and many more were injured at his 2021 Astroworld Festival. Since then, the embattled rapper has performed sporadically, launched a Las Vegas residency, recently partnered with Pharrell on “Down in Atlanta,” and is scheduled to headline a one-day music festival, Mirror Mirror, honoring late designer Virgil Abloh on 12.03 at the FPL Solar Amphitheater in Miami.
Earlier this year, I Never Liked You debuted at #1 on the Billboard 200, earning Future his eighth chart-topping LP and he also joined Burna Boy, Tems, and Rihanna on the Wakanda Foreversoundtrack for the second Black Panther film released earlier this month.
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Author: Saul Goode
Photo: Brandon Dull