Hip-Hop & Soul N°410 – 2010s Music Videos

1 . Nicki Minaj – Stupid Hoe

“Stupid Hoe,” a promotional single from Nicki Minaj’s 2012 album “Pink Friday: Roman Reloaded,” is a maximalist oddity built on stripped-down production by DJ Diamond Kuts. Released through Cash Money Records on December 20, 2011, the track layers ticking drum claps with bizarre squeaking sound effects, creating a chaotic undercurrent for Minaj’s rapid-fire delivery. The song’s frenetic energy is unmistakable, albeit polarizing, as Minaj employs an array of vocal pitches and personas in a performance that could either be perceived as electrifying or grating, depending on how much one enjoys chaos as art.

The song infamously sparked controversy, with its biting lyrics widely interpreted as a pointed jab at Lil’ Kim. While Minaj revels in theatrical antagonism, the specificity of the insults can feel less like playful rivalry and more like a personal airing of grievances, limiting its broader appeal. Adding a layer of spectacle, the Hype Williams-directed music video—released via Vevo on January 20, 2012—features eye-popping visuals. Minaj poses alongside a leopard, contorts into advanced yoga positions, and flaunts a hot pink Lamborghini Aventador, blurring the line between surrealism and absurdity.

Chart-wise, “Stupid Hoe” made a respectable but not groundbreaking ascent, debuting on the Billboard Hot 100 at number 81 and peaking at 59 after the video’s release. Its divisive nature didn’t deter viewers, though, as the video set a Vevo record for most views in 24 hours. Internationally, the track found modest success in Canada and the UK, with a Gold certification in Australia hinting at scattered areas of resonance amidst the polarized reception.

The lyrics are a minefield of references, name-dropping celebrities like Brad Pitt, Angelina Jolie, and Michael Jackson while gesturing toward Minaj’s Super Bowl XLVI halftime show cameo. These scattered shoutouts contribute to the overall sense of unruliness, as if the song is pulling in multiple directions at once without fully landing on any cohesive message. While undeniably provocative, “Stupid Hoe” exemplifies both Minaj’s bold imaginative range and the risks of dabbling too far into excess. It’s a candy-coated grenade: colorful but likely to split opinions on impact.

Featured on the 2011 album “Pink Friday … Roman Reloaded”.

Lyrics >> More by the same : Official Site

2 . Snoop Dogg & Wiz Khalifa – Young, Wild & Free (w/ Bruno Mars)

Released on October 11, 2011, by Atlantic Records, “Young, Wild & Free” is crafted as the anthem for the film *Mac & Devin Go to High School*, where Snoop Dogg and Wiz Khalifa switch between laid-back charisma and cheeky rebellion.

The backdrop, built by The Smeezingtons, leans on hip-hop drums and a straightforward piano hook, unfolding at 95 beats per minute in D major—unhurried but deliberate.

The song, born from a freestyle session, nearly avoided release until Aaron Bay-Shuck suggested its completion, a detail that explains some of its loose, almost effortless vibe.

Lyrically, the track romanticizes fleeting youthful hedonism: drinking, smoking weed, and brushing off societal expectations.

What separates it from indulgent clichés is Bruno Mars’ velvet chorus, his knack for melody making levity sound soulful.

Snoop Dogg and Wiz Khalifa add verses that stride casually between charm and cheek, though there’s a sense of safety here—harmless rebellion rather than anything boundary-pushing.

The song’s production pulls from its sampling roots, including pieces of “Toot It & Boot It” (2010) and “Sneakin’ in the Back” (1974), though these elements blend seamlessly, almost to the point of invisibility in the final mix.

The music video, directed by Dylan Brown and shot at the Mission Tiki Drive-In Theater in Montclair, California, elevates the song’s easygoing ethos, its visuals full of sunlit camaraderie and carefree mischief.

Peaking at number seven on the US Singles Top 100 and hitting international top tens, it carries the polish of its creators’ status—Snoop as a hip-hop cornerstone, Wiz as a *Rolling Papers* era golden boy, and Bruno Mars as a hitmaker who bridges pop and soul.

While the song isn’t an artistic revolution, its prolonged 390-week chart presence suggests it finds strength in simplicity, a singalong hook that feels unconcerned with aging gracefully.

Featured on the 2011 album “Mac & Devin Go to High School”.

Lyrics >> More by the same : Official Site

3 . Yungen – Comfortable (w/ Dappy)

“Comfortable” by Yungen, featuring Dappy, captures a snapshot of self-assurance wrapped in a contemplative rhythm that mirrors the rapper’s ongoing evolution. Released in 2019 as part of his project *Project Purple*, the track refrains from indulgent flexing and instead opts for a reflective approach to fame and success.

Yungen’s verses center on a life removed from the hardship of Herne Hill’s council estates, trading braggadocio for heartfelt lines about providing for his family. Moments like sending his mother on vacations and prioritizing her comfort over ostentatious chains signal a refreshing pivot away from stereotypical materialism, giving the song an understated emotional weight. His delivery maintains a conversational quality, as if confiding in the listener rather than rapping at them.

Pairing him with Dappy proves a strategic move. Dappy, formerly of N-Dubz, lends his signature melodic sharpness to the track, which softens the edges of Yungen’s narrative without diluting its authenticity. The collaboration also draws from Dappy’s solo ventures, sprinkling traces of his pop-rap instincts without overshadowing the main act.

“Comfortable” peaked modestly at number 32 on the UK charts—not exactly groundbreaking, but appropriate for a track this intimate. The chart position underscores the song’s role in solidifying Yungen’s image as an artist more focused on substance than spectacle. It leans heavily into introspection, avoiding the genre’s typical grandiosity in favor of subtle self-awareness befitting this new chapter in his career.

Lyrics >> More by the same : Official Site

4 . J. Cole – Middle Child

“Middle Child” by J. Cole captures the unease of an artist who lives between worlds, straddling generational divides with both confidence and unease.

Released in 2019 as part of the collaborative project “Revenge of the Dreamers III,” the track finds J. Cole positioning himself not just as a metaphorical middle child but as a literal bridge in hip-hop’s lineage.

Produced by T-Minus and 88-Keys, the instrumental’s rich textures provide a solid backdrop for Cole’s introspective verses, even if the melody itself treads familiar territory in modern rap production.

What sets the song apart lyrically is Cole’s simultaneous willingness to embrace vulnerability and issue critiques.

He describes personal feelings of invisibility, likening himself to a “ghost child,” silently observing as others take the spotlight, a rare level of candor in a genre often preoccupied with bravado.

At the same time, he offers sharp commentary on his place in the music world, stating his intent to “pick up the slack” for both older and newer generations of rappers—a declaration that feels both sincere and calculated.

Culturally, the song underscores J. Cole’s growing clout, as evidenced by its commercial success.

Peaking at number 4 on the Billboard Hot 100 and number 3 in Ireland while securing 15 chart placements globally, “Middle Child” emerged as his highest-charting single to date, later earning a 3x Platinum certification by mid-2019.

Its live performance at the 2019 NBA All-Star Game brought the track into yet another arena, cementing it further as a critical piece of his catalog.

Yet for all its polish and intent, “Middle Child” doesn’t quite escape certain formulaic tendencies, particularly in its structure, making its aspirations more compelling than its execution at times.

Still, Cole’s talent for threading personal reflection with industry critique ensures the song serves as both a mirror and megaphone, solidifying his dual role as participant and observer in a hip-hop landscape he claims to bridge.

Featured on the 2019 album “MIDDLE CHILD”.

Lyrics >> More by the same : Official Site

5 . Migos – Walk It Talk It (w/ Drake)

“Walk It Talk It” from Migos’ *Culture II*, released in March 2018, operates less as a lyrical manifesto and more as a rhythmic mantra, echoing the trio’s characteristic triplet flow over OG Parker and Deko’s hypnotically sparse production.

The phrase “walk it like I talk it” becomes both the anchor and buoy of the track, repeated with almost mechanical precision, underscoring the group’s fixation on self-affirmation rather than narrative substance.

Drake’s appearance adds nuance, his smoother cadence providing a glossier counterpart to Migos’ choppy delivery, yet even his verse feels more decorative than transformative.

The music video, a retro spectacle directed by Daps and Quavo, positions itself on the fictional ’70s-inspired show *Culture Ride*, a deliberate homage to *Soul Train*.

Jamie Foxx, playing the flamboyantly named Ron Delirious, leans into parody with a grin, while Lil Yachty lurks in the frame as an understated visual easter egg.

Shot on Beta Tape for a distinctly lo-fi quality maxing out at 480p, its aesthetic commitment borders on gimmickry but manages to align with the song’s repetitious charm.

Commercially, the track peaked at number 10 on the *Billboard* Hot 100 and enjoyed international success, reaching the UK Singles Top 75 at 31 and staying on the US Singles Top 100 for 22 weeks.

The 6× Platinum certification in the U.S. marks its undeniable impact, though its legal controversy with rapper M.O.S. over alleged similarities to his 2007 track ultimately fizzled out, much like questions about the song’s originality.

Its inclusion in a Britney Spears remix hints at its broader cultural reach, yet it’s the evenly-paced beat and incessant looping of its titular refrain that linger most, cementing “Walk It Talk It” as both infectious and, at times, exhaustingly repetitive.

Featured on the 2018 album “Culture II”.

Lyrics >> More by the same : Official Site

6 . Lil Wayne – Mirror (w/ Bruno Mars)

“Mirror,” a late addition to the deluxe edition of Lil Wayne’s ninth studio album, “Tha Carter IV,” arrives as both a confessional and a visual spectacle.

Released to urban contemporary radio on September 13, 2011, and later crossing over to rhythmic contemporary stations by November 1, 2011, the track layers Lil Wayne’s introspection over a production helmed by Ramon “REO” Owen of The Soundkillers, with co-production from the reliable Smeezingtons.

Bruno Mars handles the hook, a soaring contrast to Lil Wayne’s brooding verses, and the collaboration feels calculated rather than revelatory.

The song’s chart performance—peaking at number 17 in the UK and debuting at 16 on the US Billboard Hot 100—speaks to its broad, if fleeting, appeal, bolstered by 149,000 first-week digital sales and a quadruple platinum RIAA certification.

In many ways, “Mirror” is a self-reflective echo of Michael Jackson’s “Man in the Mirror,” a parallel made explicit in the lyrics. But where Jackson’s track inspires communal change, Lil Wayne’s gaze seems locked in a private hall of mirrors, focusing on regrets, fatherly shadows, and a fractured past.

The instrumental, in F Minor at a steady 80 beats per minute, leans into eeriness, with muted percussion that underlines rather than drives the track. This restraint suits the lyrical themes but risks dulling repeat listens.

Antoine Fuqua’s music video furthers the introspection with Wayne literally painting himself into a crucifixion tableau atop a treble clef—a heavy-handed metaphor that borders on self-indulgence yet avoids full collapse through its audacious honesty.

Critics have rightly praised the song’s effort to open a window into Wayne’s psyche, but the execution oscillates between poignant and performative, never fully committing to either.

Featured on the 2011 album “Tha Carter IV”.

Lyrics >> More by the same : Twitter

7 . Blueface – Thotiana

“Thotiana” by Blueface captures a peculiar energy that propelled the Los Angeles rapper from obscurity to chart prominence in 2018.

Lifted from his debut mixtape, *Famous Cryp*, the track thrives on its loose, unpolished feel—an aesthetic that Blueface has turned into a defining feature of his style.

Produced by Scum Beatz, the beat is hypnotically minimal, anchored by a sparse, stripped-down melody that leaves ample room for Blueface’s off-kilter flow to dominate.

The song’s title, derived from the slang “Thot” (short for “that hoe out there”), suggests a tongue-in-cheek approach to its subject matter, but there’s little wit or nuance in its delivery.

The breakout moment came when the track reached number 75 on the US *Billboard* Hot 100 before climbing to an impressive number 8, an ascent buoyed by heavily publicized remixes featuring Cardi B and YG.

The final remix, incorporating both artists, debuted on February 18, 2019, adding extra star power without significantly altering the song’s DNA.

Cole Bennett’s direction of the Cardi B remix’s music video brought vibrancy to the song, with over 200 million YouTube views showcasing its visual appeal far outweighing the lyrical substance.

“Thotiana” found further commercial success, earning Platinum certification in the United States and Gold in Italy, New Zealand, and the UK, cementing its global reach despite its hyperlocal origins.

The associated dance, the “bust down,” added a viral element, particularly resonating with younger audiences who were drawn to the song’s repetitive, chant-like hook.

Blueface’s rapid rise, managed by Wack 100 under the Cash Money West label, highlights how strategic collaborations and a social media-savvy persona can amplify even the scrappiest of tracks.

Still, for all its penetration into pop culture—and even its inclusion in *Billboard*’s 26 best songs of 2019—”Thotiana” might be best remembered as a momentary phenomenon rather than a cornerstone of modern rap.

Featured on the 2018 album “Famous Cryp”.

Lyrics >> More by the same : Twitter

8 . AJ Tracey – Psych Out!

“Psych Out!” by AJ Tracey feels like a sonic shift, trading his characteristic gritty rap cadence for a more melodic, almost hypnotic delivery. Clocking in at a succinct 2:56, the track hovers in the cloud rap territory, a genre defined by its ethereal production and laid-back atmosphere, comfortably crafted by producers Rex Kudo and Charlie Handsome.

Released independently on 17 January 2019, the song emerges as a standout on his self-titled debut album, “AJ Tracey,” which hit number three on the UK Albums Chart. Yet, it’s “Psych Out!” that carves a distinct space, peaking at number 18 on the UK Singles Chart, number 3 on the UK Indie Chart, and number 9 on the UK Hip Hop/R&B Chart—a testament to its broad appeal despite AJ’s stylistic detour.

Lyrically, the track wades into AJ’s favored waters of self-assurance and abundance. Luxury brands and his own unrivaled prowess take center stage, reflecting a swagger that doesn’t bother with subtlety. While his melodic turn is intriguing, it risks feeling polished to the point of detachment, sidestepping the visceral grit that anchors much of his earlier work.

Part of an album with collaborations from artists like Giggs and Not3s, “Psych Out!” notably stands solo, embodying a kind of creative isolation. It’s emblematic of AJ Tracey’s rise, from dropping his 2012 mixtape “Didn’t Make the Cut” to becoming a force whose works, like this one, earn Silver certification from the British Phonographic Industry.

Still, the track’s effectiveness pivots on its production, with Rex Kudo and Charlie Handsome enveloping AJ’s verses in a cool, atmospheric haze. While his pivot to melody showcases versatility, the repetition of themes lacks the punch to elevate it beyond a stylish experiment. Despite its accolades, “Psych Out!” raises the question of whether its sleekness chips away at AJ Tracey’s raw edge—or simply refines it for mass appeal.

Featured on the 2019 album “AJ Tracey”.

Lyrics >> More by the same : Instagram

9 . Tinie Tempah – Written In The Stars (w/ Eric Turner)

“Written in the Stars” positions itself as an anthem of ambition and resilience, with Tinie Tempah delivering verses that straddle defiance and determination.

Eric Turner’s soaring chorus—arguably more suited to stadiums than intimate listening—cements the song’s pop appeal, but its over-polished sheen occasionally robs it of grit.

Recorded in November 2009 and released a year later as part of Tinie’s debut album *Disc-Overy*, the track boasts a production by iSHi that leans heavily on rap-rock dramatics, trading subtlety for bombast.

Lyrically, the song rallies against adversity, yet its broad brushstrokes verge on platitudinal, leaving little room for narrative specificity.

Commercially, its success is undeniable, topping the UK Singles and R&B charts and cracking the top 15 of the Billboard Hot 100, marking his highest U.S. peak at the time.

The accompanying video, directed by Alex Herron, employs a storyline of financial struggle featuring a young boy and his mother, an attempt to ground the aspirational lyrics in visual storytelling—but this effort feels more gestural than genuinely affecting.

Beyond the charts, the track’s ubiquity in sports broadcasts and major events like WWE’s WrestleMania XXVII and Super Bowl XLVI suggests its utility as an anthem rather than art.

Its role as Sky Sports’ Premier League theme from 2011 to 2015 and its performance at the 2016 FA Cup Final underline its marketability but also emphasize its repetitive reliance on a motivational formula.

It’s structurally competent and commercially savvy, but too calculated to evoke anything resembling long-term resonance.

Featured on the 2010 album “Disc-Overy”.

Lyrics >> More by the same : Instagram

10 . Fredo – Survival Of The Fittest

“Survival of the Fittest” by Fredo is a steady contribution to the UK rap scene, balancing sharp storytelling with the artist’s signature streetwise ethos.

Released in 2019, the track finds Fredo, born Marvin William Bailey, navigating themes familiar to his catalog: survival, ambition, and life at the crossroads of struggle and ascension.

Unlike his chart-dominating collaborations with artists like Young Adz, Pop Smoke, or Summer Walker, this song sits independently, unmarked by any prominent features or accolades.

Chart-wise, it landed modestly, peaking at number 58 on the UK Official Singles Chart and lasting for three weeks—enough to make a mark but far from a standout moment in his career.

What the song lacks in commercial pop is compensated by Fredo’s restrained delivery, cementing his reputation for projecting authenticity rather than flexing for mainstream appeal.

While not tethered to any specific album, its existence among streaming platforms keeps it accessible, a footnote in a career that gained initial momentum with his gritty debut mixtape “Get Rich or Get Recalled” in 2017.

His later works, such as “Third Avenue,” “Money Can’t Buy Happiness,” and “Unfinished Business,” continue to push broader narratives, yet “Survival of the Fittest” feels less polished, more street diary than anthem.

The absence of big-name production or conceptual experimentation suggests the track may function as filler rather than a centerpiece in Fredo’s growing discography.

Still, its merit lies in its unfiltered perspective, offering a slice of his world without overreaching for trends or accolades, a rare humility in the current rap landscape.

Featured on the 2019 album “Third Avenue”.

Lyrics >> More by the same : Instagram

11 . Mist – Game Changer

“Game Changer” stands as a reflective piece within Mist’s 2018 EP, “Diamond in the Dirt,” painting a vivid portrait of the Birmingham rapper’s perspective on life and success.

Produced by Steel Banglez, whose rhythmic fingerprints heighten the track’s polished feel, the song balances grit and grandeur in equal measure. The production sways between hypnotic loops and hard-hitting percussion, embodying a sound that feels deliberate yet unhurried, as though calculated to underline Mist’s unflinching delivery.

Peaking at number 35 on the UK Official Singles Chart, “Game Changer” tapped into a broader audience, sustaining its position for seven weeks—a respectable feat by any metric. Still, it is neither boundary-pushing nor radical. Instead, it settles comfortably into the framework of chart-friendly UK rap: precise, brooding, and heavy on atmosphere.

Yet, where the song earns its stripes isn’t in sonic invention but in context. A Birmingham native released from prison in 2015, Mist channels real-life struggles into music without employed dramatics—a quality rooted in authenticity. His influences, like Busta Rhymes and The Notorious B.I.G., are faintly traceable through commanding vocal cadences and storytelling, though his tone significantly veers from their flamboyance.

The Silver certification by the British Phonographic Industry hints at its enduring appeal, yet it’s the nearly 8.5 million YouTube views that signify the song’s tangible grip on an engaged digital audience.

While “Game Changer” fits snugly alongside hits from Jessie Ware, Nines, and Fredo—artists Mist has worked with—it doesn’t quite reach for musical transcendence, opting instead for efficiency. There’s an air of safe precision that sometimes treads too close to predictability, leaving any sense of risk on the cutting room floor.

As a part of “Diamond in the Dirt”—an EP that achieved a high-water mark at fourth on the UK Albums Chart—the track is more foundational than unforgettable, the kind of reliable building block in a discography rather than an unrelenting statement.

Featured on the 2018 album “Diamond in the Dirt”.

Lyrics >> More by the same : Official Site

12 . Chris Brown – Yeah 3x

“Yeah 3x,” the lead single from Chris Brown’s fourth album, “F.A.M.E.,” thrives on its uptempo cocktail of dance-pop, Europop, and electro house influences.

Built on a foundation of video game-style beats, thick basslines, and oversized synth chords in D major, it’s a track that fully commits to its 130 BPM—relentlessly upbeat but perhaps bordering on the one-dimensional in its quest for euphoria.

The song’s vocal range is modest, confined between A3 and B4, allowing Brown to glide across the glossy production. Yet, his performance, while energetic, risks being overshadowed by the sheer density of the mix, carefully polished by Serban Ghenea at Mixstar Studios in Virginia Beach, VA.

Its music video, helmed by director Colin Tilley and filmed at Universal Studios, feels engineered for maximum visual impact but leans heavily on cameos by Teyana Taylor, Kevin McCall, and Future Funk rather than tying into a larger narrative. It’s vibrant but easily forgettable in the pantheon of perfectly choreographed visuals.

Chart performance, however, tells another story. Peaking at number 15 on the Billboard Hot 100 and cracking the top 10 in numerous countries, “Yeah 3x” clearly resonated internationally. Australia, where it went quintuple platinum, proved to be a standout territory, though one has to wonder how much its universality rests on its lack of surprises rather than its strengths.

The Calvin Harris plagiarism controversy—stemming from his 2009 single “I’m Not Alone”—casts a shadow on the track’s creative credentials, though this didn’t blunt its commercial success.

Brown took “Yeah 3x” on the road during his 2011 F.A.M.E. Tour as well as 2012’s Supafest, where its anthemic quality likely landed better in live settings. Yet, stripped from its context as a club-ready banger, it wobbles between infectious and insubstantial, serving more as a streamlined hit machine than a brave creative statement.

Featured on the 2011 album “F.A.M.E.”.

Lyrics >> More by the same : Official Site