Run The Jewels question societal divides with ‘Ooh La La’ video
Hip-hop heavyweights Run The Jewels have released the music video for DJ Premier and Greg Nice of Nice & Smooth collaboration “Ooh La La.” The release is the third single from Run The Jewels’ forthcoming fourth studio album, RTJ4.
The song itself samples an iconic Greg Nice line from Nice & Smooth’s 1994 collaboration “DWYCK” with Gang Starr. The video provides no small dose of theatrics to accompany the smooth lyrics, taking the viewer to a world where there are no class disparities or monetary complications.
In an official release, the duo spoke about the concept behind the video and how lucky they were to have been able to shoot the content.
“We shot this video only a few weeks before the [coronavirus] pandemic hit with no clue as to what the future held. The fact that we got the chance to do it is damn-near miraculous in hindsight. In conceptualizing the video with our friends Brian and Vanessa Beletic, we imagined the world on the day that the age old struggle of class was finally over. A day that humanity, empathy and community were victorious over the forces that would separate us based on arbitrary systems created by man.
This video is a fantasy of waking up on a day that there is no monetary system, no dividing line, no false construct to tell our fellow man that they are less or more than anyone else. Not that people are without — but that the whole meaning of money has vanished. That we have somehow solved our self-created caste system and can now start fresh with love, hope and celebration. It’s a dream of humanity’s V-DAY… and the party we know would pop off.”
The video showcases people dispelling their money and throwing away their credit cards. People party in the streets as their money burns, ultimately pointing towards a larger message about what people could be without monetary divides.
Featured image: Jamie McCarthy/Getty Images