Diplo and Switch-managed Major Lazer have released the video for the song “Run Up,” featuring Nicki Minaj and PartyNextDoor. Minaj makes her appearance at 01:59, dressed in a vintage denim jumper paired with Christian Louboutin platforms and accessorized with her Rafaello and Co. diamond Barbie necklace. She puts down some Caribbean-flavored rhymes and also gets in some twerking.
Directed by Paul, Luc and Martin of Phantasm, the video reprises the Caribbean dance party theme of Rihanna and Drake’s “Work” video though with the added twist of everyone staying obsessed with recording themselves on their cell phones.
In the mind of the directors, the cell phone was meant to poke phone at the affair we’re all having with our phones. “The idea was to laugh at ourselves and at the unconditional love we bear to our smartphones. Humor and absurdity came naturally in our speech because our will was not to accuse someone or something but just exaggerate it to foster reflection,” they said in a press statement. “This video is dedicated to the people that are obsessed with social media, and most importantly their cell phone.”
Still, while we get the message, the video ends up being as annoying as it amusing. Experiencing cell phone obsession in real life is bad enough, having it reproduced in an amplified way for a fun dance song is not only a distraction , but kills the spirit of the song.
Check the video below: