Major Lazer have released the official music video for their single “Run Up,” featuring Nicki Minaj and PARTYNEXTDOOR. The clip is a satirical appraisal of smartphone culture that captures the Canadian rapper wandering through a raucous house party where everyone is fixated on their mobile devices. To peddle the message even further, Nicki Minaj appears via Facetime during her respective verses.
Music video directors Paul, Luc, and Martin comment on the concept behind the video:
“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.”
In what is essentially an advertisement for the iPhone, directors Paul, Luc, and Martin deliver a buoyant visual for Major Lazer’s upbeat collaboration. Stream the official music video above.
H/T: DJ Mag