Hip-Hop & Soul N°408 – 2010s Music Videos

1 . Kanye West – Gold Digger (w/ Jamie Foxx)

Kanye West’s “Gold Digger” blasts through the airwaves like a confident proclamation wrapped in Ray Charles’s legacy.

Released in 2005, the track leans on Jamie Foxx’s interpolation of Charles’s “I Got a Woman,” blending nostalgia with West’s sharp, punchy lyricism.

The production, handled by West and Jon Brion, sparkles with a crisp, pop rap polish, making it impossible to ignore its infectious bounce.

Commercially, it bulldozes through the charts, holding the Billboard Hot 100’s top spot for ten relentless weeks—no small feat in an era still figuring out digital downloads.

The lyrics, tilting between humor and cynicism, navigate a commentary on materialism, social dynamics, and gold-digging stereotypes, while West’s tongue-in-cheek delivery gives the discourse a playful edge.

Foxx’s hook, channeling Charles with uncanny precision, transforms the track into a sly homage rather than a preachy tirade.

The accompanying music video, directed by Hype Williams, opts for a glossy sheen, featuring women posed like magazine covers—a visual metaphor for the commodification theme driving the song.

Despite its charm and success, the track’s portrayal of gender dynamics carries a sharp critique that might feel provocative, albeit reflective of hip-hop’s longstanding tension between celebration and confrontation of societal norms.

Beyond the accolades, including a Grammy for Best Rap Solo Performance, “Gold Digger” becomes a cultural flashpoint, threading its catchy, quotable lines into the collective consciousness.

If nothing else, it exemplifies Kanye West’s ability to synthesize humor, cultural critique, and chart-dominating hooks in ways that make you nod your head and raise your eyebrow in equal measure.

Featured on the 2005 album “Late Registration”.

Lyrics >> Review >> More by the same : Official Site

2 . J Hus – Bouff Daddy

J Hus’s “Bouff Daddy,” part of his breakout 2017 album *Common Sense*, is a swaggering blend of Afroswing and grime that toes the line between braggadocio and charm.

The title is a nod to the slang for money, and the track exudes confidence, with J Hus delivering his verses over Jae5’s signature production—a cocktail of Afrobeat rhythms, dancehall warmth, and rap grit.

The song didn’t just ride the wave of the UK Afroswing movement; it became one of its defining anthems, cracking the UK Singles Chart and spending months on R&B and hip-hop playlists.

“Bouff Daddy” isn’t loud about its ambitions but quietly insistent, much like J Hus himself—its allure lies in its subtle groove and his conversational delivery, equal parts cocky and nonchalant.

The accompanying video, all gold-hued aesthetics and understated flexes, perfectly complements the track, keeping the opulence just within reach but never entirely over-the-top.

The track helped *Common Sense* cement its status as a modern classic in the UK rap scene—a peak that feels less like a flash in the pan and more like a promise of longevity.

J Hus doesn’t just rap on the beat; he glides over it, shaping each phrase with the same ease he brings to live performances, where “Bouff Daddy” consistently gets crowds moving.

It’s a snapshot of an artist who knows his lane but still manages to twist the wheel just enough to keep it exciting, all while resisting the pull of crass commercialism or over-polished sheen.

Lyrics >> Review >> More by the same : Official Site

3 . Future – Crushed Up

Future’s “Crushed Up” drops listeners into a frosty world of gleaming diamonds and unrelenting swagger, a sonic showcase of trap opulence that doubles as the lead single for his seventh studio album, *The Wizrd*.

Released on January 4, 2019, and helmed by producers Wheezy, Matt Cap, and Ricky Racks, it’s a concise, glacial anthem with hypnotic beats underscoring Future’s melodic delivery.

The track’s fixation on immaculate jewelry flirts with obsession, turning luxury into ritual as it loops through vivid imagery of extravagant bling encased in snow-white coldness.

The accompanying video, directed by Spike Jordan and Sebastian Sdaigui, plays like a surreal fever dream: ballerinas twirling in an eerie winter mansion, punctuated by ghostly creatures that nod to the track’s chilly motif.

Commercially, “Crushed Up” achieved respectable traction, reaching #43 on the Billboard Hot 100 and earning Platinum status in both the U.S. and Canada while resonating enough to secure a spot in HBO’s *Watchmen* pilot.

Its live renditions on *The Late Show with Stephen Colbert* and *The Ellen DeGeneres Show* reveal a song tailored for maximal impact, sharp in its bite but fleeting in emotional heft.

Though polished and undoubtedly stylish, it leaves little room for deeper resonance, doubling down on Future’s well-tread themes of wealth and isolation without venturing into fresh terrain.

For all its sparkle, “Crushed Up” feels like a luxury object behind glass—impressive, pristine, yet difficult to fully hold onto.

Featured on the 2019 album “Future Hndrxx Presents: The WIZRD”.

Lyrics >> Review >> More by the same : Twitter

4 . Dave – No Words (w/ MoStack)

Dave’s “No Words,” a collaboration with MoStack, anchors itself as a standout on the 2017 EP *Game Over*, blending catchy hooks and introspective undertones within its framework of British hip hop.

Produced by a seasoned team including Steel Banglez and Fraser T Smith, its polished feel contrasts sharply with some of the EP’s heavier tracks addressing societal themes.

The song straddles a space where accessible melodies meet MoStack’s breezy, signature flow, culminating in a chart performance that saw it reaching #17 on the UK Singles Chart and #5 on the UK R&B Chart—a telling mark of its crossover success.

The project’s independent release adds a layer of grit to its acclaim, showing Dave’s calculated defiance of industry norms while managing to secure a BPI Gold certification for over 100,000 UK sales of the EP.

Visually, Nathan James Tettey’s direction captures the track’s easygoing vibrancy, amplifying its lyrical rhythm with playful scenes that rely more on mood than narrative complexity.

Performing live on BBC Radio 1Xtra’s Live Lounge, Dave demonstrated that beneath the accessible beats lies a sharper edge reflective of the larger ambition behind *Game Over*.

“No Words” may not reinvent the wheel, but it underscores Dave’s knack for merging musicality with shrewd collaborations, a quality that continues to push his career into exciting, though unpredictable, terrain.

Featured on the 2017 album “Game Over”.

Lyrics >> Review >> More by the same : Instagram

5 . 6ix9ine – Keke (w/ Fetty Wap & A Boogie)

No one ever accused 6ix9ine of subtlety, and “Keke” sticks to his chaotic playbook with unapologetic fervor.

Released on January 14, 2018, this track from the mixtape *Day69* grabs attention with its aggressive energy, underscored by sharp production from WalteezyAFN.

The collaboration with Fetty Wap and A Boogie Wit da Hoodie creates an unusual chemistry—6ix9ine’s fiery delivery contrasts sharply with Fetty and A Boogie’s melodic, East Coast-inflected hooks.

The track owes its brash tone to 6ix9ine’s earlier solo “On the Regular,” unofficially leaked in late 2017, which “Keke” remixes with more polish and star power.

Charting at #43 on the *Billboard* Hot 100, it’s neither his most groundbreaking nor his most forgettable effort, but it manages to capture the frenetic, street-inspired ethos of his persona.

The video, racking up over 400 million YouTube views, leans heavily on New York’s gritty allure, with stylized shots of dirt bikes and ride-or-die local crews.

Licensed chaos aside, the track’s commercial success drove the mixtape *Day69* into the Top 5 on the *Billboard* 200, a feat that speaks to the feverish pace of 6ix9ine’s rise at the time.

Legal drama and public controversy may shadow the release, but “Keke” stands as an artifact of a moment when 6ix9ine’s explosive energy found a way to resonate within hip-hop’s crowded maze.

Featured on the 2018 album “Day69”.

Lyrics >> Review >> More by the same : Official Site

6 . A Boogie Wit Da Hoodie – Swervin (w/ 6ix9ine)

“Swervin” straddles the line between melodic seduction and braggadocious swagger, a quintessential product of A Boogie Wit Da Hoodie’s penchant for melodic hooks layered over trap beats.

The track, featuring 6ix9ine, finds the duo alternating between silky verses and more aggressive tones, though the latter’s inclusion has been selectively erased in some versions due to his legal shadows.

Part of A Boogie’s 2018 album *Hoodie SZN*, the song weaves themes of material excess, lust, and fleeting relationships, reflecting the archetypal ethos of hip-hop’s commercial era.

Produced by London on da Track, the beat holds a hypnotic bounce while maintaining enough simplicity to let A Boogie’s autotuned crooning glide unchallenged.

The music video, released in 2019 with an air of cinematic surrealism, survives without its guest feature, favoring stylized visuals like a turbulent airplane scenario to drive its narrative of chaos and allure.

Charting across continents and certified multiple times platinum, its enduring success underscores a universal appetite for songs rooted in self-indulgence yet melodically appealing.

Featured on the 2018 album “Hoodie SZN”.

Lyrics >> More by the same : Instagram

7 . Dappy – No Regrets

Dappy’s “No Regrets” bursts onto the UK music scene in 2011 as more than just another chart-topping single—it quickly becomes a cultural marker of early 2010s British hip hop. Produced by TMS, the track is a carefully calibrated blend of rap and R&B, wrapped in glossy gospel choir crescendos and punctuated by introspective lyrics that somehow manage to reference both *The King’s Speech* and *Back to the Future* without sounding clunky.

The song’s success on the UK Singles Chart—hitting the coveted number one spot—is no mere accident, though its reflective yet anthemic tone feels almost at odds with Dappy’s earlier reputation as part of N-Dubz. There’s a distinct air of reinvention here, with every verse brimming with self-awareness, as the artist confronts his growth, personal hurdles, and newfound fatherhood.

The accompanying Benny Boom-directed video provides a fitting visual narrative, with its Los Angeles backdrop ranging from gritty boxing gyms to triumphant skyscraper finales. The cherry on top is a gospel choir that belts out the track’s climactic key change while Dappy stands atop the city, a mixture of defiance and vulnerability etched into his performance. And while there’s no shortage of style, the substance holds its own; the visual isn’t just an aesthetic flex but an extension of the song’s narrative arc.

Critical reception is notably favorable, with some citing the gospel-infused elements and that bold key change as standout features in a genre often reluctant to stray from its standard formulas. The single’s platinum seal, over 20 weeks in UK chart residency, and accolades from musical legends like Brian May underscore its pervasive impact. May’s later collaboration with Dappy on “Rockstar” proves this is more than just casual flattery; “No Regrets” had evidently struck a chord.

Yet, the track isn’t without its quirks. The decision to repurpose an earlier version recorded with N-Dubz for their *Greatest Hits* compilation may raise eyebrows among purists, but the solo format ultimately pays off, offering Dappy a platform to carve an identity distinct from his group efforts. The tension between flashy production and deep introspection makes it more than just radio fodder—it’s a fascinating testament to recalibration within a notoriously unforgiving music industry.

Featured on the 2012 album “Bad Intentions”.

Lyrics >> Review >> More by the same : Instagram

8 . Drake – God’s Plan

Drake’s “God’s Plan” isn’t just a song; it’s a cultural artifact that perfectly encapsulates modern pop-rap’s blend of chart dominance, streaming records, and viral moments.

Released on January 19, 2018, as part of the *Scary Hours* EP and later tied to the *Scorpion* album, the track secures its place not through innovation but through a carefully calibrated mix of approachable sentimentality, catchy beats, and mass appeal.

The production, helmed by Cardo, Yung Exclusive, and Boi-1da, leans on trap rhythms and airy melodies that feel almost weightless, as though designed to slip effortlessly into every playlist imaginable.

Lyrically, it reads like Drake’s latest installment in his ongoing public therapy sessions, toeing the line between self-reflection and obligatory name-checking of life’s blessings.

What truly elevates the song’s footprint is its accompanying video, a Karina Evans-directed spectacle dripping with performative philanthropy, where Drake hands out nearly $1 million in Miami and turns altruism into an Instagram-friendly event.

The commercial success is undeniable: 11 weeks at the top of the Billboard Hot 100, 4.3 million Spotify streams in a day, and streaming records not so much broken as obliterated.

Yet, there’s an undeniable irony to the track’s subject matter—discussing “God’s Plan” on a beat that’s basically engineered for capitalist consumption.

Some might say it’s a clever commentary on how charity in the 21st century is best monetized with a hook, while others might feel it repackages humility into a high-gloss marketing strategy.

Regardless of whether Drake’s smile in the video warms your heart or makes you roll your eyes, “God’s Plan” remains a masterclass in the machinery of modern fame: a carefully calibrated balance of personal branding, marketability, and enough good vibes to make criticism feel petty.

Featured on the 2018 album “Scorpion”.

Lyrics >> Review >> More by the same : Official Site

9 . Fredo & Not3s – YRF

“YRF” envelopes the listener in a quintessential UK rap experience, merging Fredo’s street-smart lyricism with Not3s’ Afrobeat-inflected melodies.

Released in late 2017 under GRM Daily’s imprint, the track skips the album format entirely, standing as a single entity.

Nestled within the confines of a crowded musical landscape, “YRF” charts an opulent tale of excess, ambition, and the inherently fleeting nature of fame.

The collaboration feels less like a collision of styles and more like a calculated pairing, blending Fredo’s gritty, baritone delivery with the smoothing lilt of Not3s’ hook-driven artistry.

Whether intentional or not, its visuals are indulgently on-brand—showcasing sun-drenched shots of Marbella and a predictably high-octane display of wealth.

“Young, Rich, and Famous” might be a self-congratulatory mantra, but their effortless synergy ensures it doesn’t overstay its welcome.

GRM Daily, a signature platform for UK rap, serves as the vessel for this track, yet the production oddly goes uncredited—a curious omission for a genre so steeped in beat craft.

Though it briefly teased into the UK charts, peaking at number 90, its staying power depended more on its creators’ prior allure than chart performance.

Fredo, riding high off his Dave-assisted chart-topper “Funky Friday,” grounds the song with a sense of credibility, while Not3s, already buoyed by tunes like “Addison Lee,” keeps the arrangement afloat with his rhythmic ease.

It’s not groundbreaking, but it’s competent—a lean, no-frills canvas that neither innovates the genre nor compromises its core appeal.

Lyrics >> More by the same : Official Site

10 . AJ Tracey – Psych Out!

“Psych Out!” by AJ Tracey embodies a strategic shift in the UK rapper’s musical trajectory, fusing melodic cloud rap with unexpected influences like country music for good measure.

The track, produced by Rex Kudo and Charlie Handsome, exudes a polished, genre-blending aesthetic that reflects Tracey’s inclination toward sonic experimentation without straying far from his grime and UK rap roots.

Released initially as a standalone single in late 2018 before finding its way onto his 2019 self-titled debut album, the song quickly became a staple in conversations about the evolution of contemporary UK rap.

What makes “Psych Out!” particularly intriguing is its visual accompaniment, set in Magic City, Atlanta—a location drenched in swagger and opulence that mirrors the track’s themes of individuality and success.

The vibrant yet assertive energy of the song has resonated with listeners, earning a peak position of #18 on the UK Singles Chart while climbing into the top 10 on both the UK Hip-Hop/R&B and Indie charts.

The single’s distinct production benefits from the expertise of Kudo and Handsome, whose past credits include collaborations with heavyweight U.S. artists, reinforcing Tracey’s ambition to bridge cultural and musical divides.

As for the video, its mix of moody lighting, luxury settings, and camaraderie adds a layer of visual storytelling to the song’s already magnetic presence.

Certified Silver by the BPI for over 200,000 chart sales, “Psych Out!” represents more than just numbers—it captures Tracey’s steady ascent as an artist unafraid to recalibrate while maintaining his sharp lyrical edge.

More than a party track, it serves as a masterclass in balancing mainstream appeal with artistic integrity, a balancing act not all can pull off with this level of finesse.

Featured on the 2019 album “AJ Tracey”.

Lyrics >> Review >> More by the same : Official Site

11 . Bryson Tiller – Don’t

“Don’t” by Bryson Tiller bursts onto the scene as a seismic blend of R&B and trap, marking a moment in 2015 when the fusion was finding its stride.

The track, a product of Epikh Pro’s production, slyly weaves in Mariah Carey’s “Shake It Off” with a lo-fi edge that feels less polished and more personal, like it’s coming directly from Tiller’s living room, where it was initially conceived.

The lyrics thread a tale of romantic intervention, with Tiller both tender and audacious, urging a woman to abandon a toxic partner without overindulging in melodrama.

Released on SoundCloud in 2014, its 35 million streams pre-release pointed to a cultural undercurrent that RCA Records couldn’t ignore, and soon after its official release, the song roared to #13 on the Billboard Hot 100—and higher still within R&B-specific charts.

The accompanying video, self-directed and unfussy, reflects the song’s raw vibe, gathering over 500 million YouTube views by 2023, less a performance and more a confession set to visuals.

The catchiest tracks often flirt with contradiction, and “Don’t” feels both intimate and unapologetically braggadocious, managing to prod at emotional vulnerabilities while flexing with quiet confidence.

Despite lacking major award nods, its septuple platinum certification speaks volumes about how listeners connected with its stripped-down authenticity, an achievement that paved Tiller’s way into a burgeoning genre where personal stakes and swagger coexist uneasily.

Featured on the 2015 album “T R A P S O U L”.

Lyrics >> Review >> More by the same : Official Site

12 . Mustard – Pure Water (w/ Migos)

Released on January 16, 2019, “Pure Water” by Mustard and Migos arrives with a glossy sense of confidence that barely tries to hide its ambition to dominate playlists.

The producers sideline complexity in favor of a streamlined, West Coast-inspired minimalism, with a snapping beat designed to hook listeners by the first hammer of its bassline.

Quavo, Offset, and Takeoff bring their signature blend of nimble flows and punchline-stacked lyrics, transforming the otherwise skeletal production into a sound that’s impossible to ignore for long.

The song revels in its excess—money, women, and high-status debauchery are paraded like trophies, with little attempt to hold back.

The accompanying music video delivers a vibrant spectacle, staging a chaotic paintball fight in a way that mirrors the song’s adrenaline-fueled aesthetic without over-complicating the visual narrative.

This isn’t chart-topping innovation but more of a bold, calculated power move that doesn’t pretend to be anything else.

Bordering on self-parody yet undeniably addictive, “Pure Water” earned its multimillion streaming stats and multi-platinum certifications with sheer swagger and an unrelenting earworm of a hook.

In the broader context of 2019, this track might land closer to commercial efficiency than cultural significance, but it accomplishes precisely what it set out to do: be a party-ready anthem without apology.

Featured on the 2019 album “Perfect Ten”.

Lyrics >> Review >> More by the same : Official Site