We have been conditioned to be complacent with the content, or lack there of, in music videos put out by electronic artists. Often focussing on the collision of abstract images and nonsensical story boards, these official music videos rarely star the recording artist at all, let alone featuring any sort of appealing aesthetic that would draw in fans of the artist’s work. iSHi, though, stomps out the low-set expectations and unleashes a gritty music video for “Push It,” which appropriately co-stars the drug-slinging Pusha T in all his lyrical glory.
With iSHi also serving as the video’s creative advisor, the short visual show is a testament to the intensive work that Ash Pournouri’s latest signee has put into his developing career. While iSHi’s name has long been on production credits of some of the world’s finest rappers, his name, and even his face, now grace the recording artist’s slot – and perhaps more excitingly, the background mastermind now has more creative control.