Hip-Hop & Soul N°455 – 2010s Music Videos

1 . Big Boi – All Night

“All Night” by Big Boi steps into the sonic landscape with a funky swagger, a track perched comfortably within the “Boomiverse” album released in 2017.

Its buoyant rhythm, co-crafted by Big Boi and producer Manning, injects a vibrant energy without falling into overdone bravado.

Though it was never pushed as a leading single, it stumbled into mainstream consciousness via a 2018 Apple iPhone X commercial, which clearly did its streams no harm.

The official video, released in September of the same year, reflects the playful tone of the track—bright, dynamic, and unselfconscious, mirroring its celebratory essence.

Surprisingly absent from the Billboard Hot 100, the song still found favor in international playlists, further affirming its sly cultural impact.

Big Boi himself brought the track to life during the 2018 NFL Super Bowl Music Fest in Atlanta, a moment stitched with nostalgia as he reunited with OutKast partner André 3000 for portions of the show.

The album “Boomiverse” is brimming with collaborative efforts, yet “All Night” stands out as a stomping reminder of Big Boi’s knack for relatable rhythms that sidestep being overly polished.

Beneath its polished grooves lies confidence but without the overinflated self-importance that often plagues party-centric tracks.

The song’s ascent on platforms like TikTok demonstrates its ability to pivot into social media virality, a feat increasingly indicative of modern music’s lifespan.

Without any major accolades tied to its name, “All Night” dances in the realm of understated gems—a celebration of groove, playfulness, and the kind of party energy that doesn’t need to beg for approval.

Featured on the 2017 album “Boomiverse”.

Lyrics >> More by the same : Official Site

2 . Cadet & Deno – Advice

Released in 2018, “Advice” finds its footing in the interplay between Cadet and Deno, a pairing that feels both organic and electric.

The track opens with an infectious Afrobeat rhythm, underscored by Dukus’ crisp production, setting the stage for a conversation about loyalty, heartbreak, and trust within relationships.

Deno’s youthful tenor contrasts with Cadet’s sharp-edged delivery, creating a balance that keeps things engaging without tipping into monotony.

The lyrical reference to Dele Alli, alongside the recreation of his hand gesture on the cover art, injects a cultural touchpoint that immediately grounds the song in a specific time and place.

Though the theme is relationship navigation, the storytelling feels more reflective than prescriptive, navigating emotional highs and lows without sounding preachy.

The original release performed moderately on the charts, but its posthumous ascent after Cadet’s passing transformed it into a requiem of sorts, laden with poignancy.

The music video pairs urban aesthetics with vibrant energy, capturing a snapshot of youth culture without veering into caricature.

“Advice” ultimately thrives on contrast: sentimental yet brash, grounded yet celebratory, a bittersweet milestone in Cadet’s legacy and a testament to the duo’s collaborative potential.

Lyrics >> More by the same : Instagram

3 . Tinchy Stryder – Let It Rain (w/ Melanie Fiona)

Tinchy Stryder’s “Let It Rain,” nestled in the core of his 2010 album *Third Strike*, is a testament to gritty resilience wrapped in slick production and a grime-pop hybrid style.

While the album itself skirted the fringes of major chart success, peaking at number 48 on the UK Albums Chart, this track, featuring the soulful vocals of Melanie Fiona, stands out as a polished collaboration.

The production, helmed by Nathan Retro, feels clean yet unspectacular, blending R&B textures with grime fundamentals in a way that’s more serviceable than groundbreaking.

Melanie Fiona’s vocals add an emotional heft to the track, but her affiliation with Roc Nation feels like a bigger footnote than her performance here, which doesn’t entirely escape the gravitational pull of predictability.

Lyrically, it circles themes of perseverance and strength—a well-worn but evergreen motif—without introducing much in the way of fresh perspective or captivating imagery.

Despite its ambition to inspire, “Let It Rain” feels like it’s playing in the safe middle lane of pop-grime fusion, lacking the audacity to veer into bolder territories or incite deeper resonance.

The storm-themed visuals in the accompanying video try to inject metaphorical weight, yet they can’t fully lift the song’s serviceable, albeit unremarkable, core.

That said, there’s a certain professionalism to the whole package—competent but never transcendent, a reflection of an artist striving for mainstream appeal without fully hitting the note of individuality that sets tracks ablaze.

Featured on the 2010 album “Third Strike”.

Lyrics >> More by the same : Twitter

4 . Roll Deep – Green Light

“Green Light” by Roll Deep is a bright flash of confident energy, bursting onto the British music scene in 2010 as part of the collective’s fifth studio effort, “Winner Stays On.”

The track, produced by Danny Weed, signaled a moment of mass appeal for grime, a genre often confined to underground movements but briefly exposed here to the glare of mainstream success.

Bolstered by the unmistakable magnetism of its hook, “Green Light” climbed straight to the summit of the UK Singles Chart, ensuring Roll Deep’s second consecutive number-one hit after “Good Times.”

The song strikes a balance between classic grime grit and pop-friendly gloss, its lyrics a carefree celebration of moments lived in the now.

Its high-octane rhythm feels crafted for nightclubs, while the production layers glossy synths with just enough streetwise swagger to retain a semblance of the group’s roots.

The accompanying video leans heavily into visual clichés—neon-lit party scenes, stylishly chaotic dance floors, and a cast brimming with self-assured cool, all underscoring the track’s hedonistic ethos.

As Roll Deep leaned on their charisma to bridge underground grime with the broader pop universe, “Green Light” became as much an invitation to dance as a statement of confidence in their adaptability.

While some purists may have balked at its polished edges, there’s no denying its effectiveness as a summer hit, radiating carefree fun while serving up just enough rhythmic grit to keep it anchored to their origins, however tenuously.

Featured on the 2010 album “Winner Stays On”.

Lyrics >> More by the same : Wikipedia

5 . Drake, Kanye West, Lil Wayne, Eminem – Forever

“Forever” captures a rare cultural moment where rap heavyweights across eras joined forces to celebrate ambition and perseverance.

Drake, still rising in 2009, enlists Kanye West, Lil Wayne, and Eminem, creating a track that’s part competition, part showcase.

The beat, crafted by Boi-1da, is both relentless and minimalist, leaving ample space for each artist to carve their narrative.

Kanye delivers swagger-soaked commentary, Wayne sprinkles idiosyncratic flair, and Eminem turns in a technical clinic with his rapid-fire verse.

Drake, with his carefully composed blend of self-reflection and confidence, anchors the track, proving that he belonged in such illustrious company.

The song’s themes—relentless ambition, legacy, and resilience—mirror its function as a bridge linking hip-hop generations.

The accompanying Hype Williams-directed video juxtaposes basketball imagery with performance highlights, tying the song to LeBron James’ high school saga.

While celebrated for its high-caliber verses, the collaboration also hints at tensions between distinct styles and eras, making it as layered as it is impactful.

A Grammy nomination solidified its reach, though “Forever” remains most significant for uniting four distinct voices into a singular, competitive showcase.

Featured on the 2009 album “More Than a Game (soundtrack)”.

Lyrics >> More by the same : Official Site

6 . Taio Cruz – Troublemaker

Taio Cruz’s “Troublemaker” struts onto the scene with a mischievous glint, leaning heavily into the electro-pop sensibilities that defined the early 2010s.

The song thrives on pulsating beats and synthetic hooks, courtesy of its production dream team: Stargate and Benny Blanco.

As part of his album *TY.O*, it carves out a space that feels both club-ready and cheekily self-assured, though it admittedly doesn’t scale the chart-topping heights of “Dynamite.”

Its lyrics exude all the swagger of someone unbothered by a little chaos, reveling in rebellion and charisma—a thematic cocktail Cruz has mixed before, though perhaps not as potently this time around.

The accompanying music video amplifies this rogue attitude with sleek, futuristic visuals, sliding right into the aesthetic mold Cruz built post-*Rokstarr*.

While it cracked the UK Top 10, “Troublemaker” doesn’t quite etch itself into unforgettable territory, but it lingers as a confident nod to an era infatuated with glittering beats and carefree antics.

Featured on the 2011 album “TY.O”.

Lyrics >> More by the same : Official Site

7 . Michael Jackson – Hold My Hand (w/ Akon)

Released as the lead single from Michael Jackson’s first posthumous album *Michael*, “Hold My Hand” exudes a sense of shared comfort, pairing the King of Pop with Akon’s flawlessly polished production in a mid-tempo R&B ballad.

This wasn’t a hidden gem dusted off after his passing—it leaked in rough form back in 2008 and spent two years in digital purgatory before getting its final polish.

The lyrics debate sincerity and sentimentality with lines foregrounding connection and support, a recurring motif in Jackson’s catalog, though the unshakably glossy arrangement feels more arena-ambitious than intimate.

The music video, directed by Mark Pellington, leans heavily on montage, nostalgia, and fan-stirred reverence—less storytelling, more mood-building, designed for collective catharsis rather than new revelations.

Chart-wise, it didn’t shatter ceilings in the U.S. but still found warmth on foreign shores, an echo of Jackson’s international resonance during his lifetime.

Perhaps the most telling aspect of “Hold My Hand” is its calculated simplicity—a duet about unity, presented without frills, yet somehow emblematic of how Michael’s legacy continues to be shaped and repackaged posthumously.

Featured on the 2010 album “Michael”.

Lyrics >> More by the same : Official Site

8 . 50 Cent – Baby By Me (w/ Ne-Yo)

“Baby By Me” sees 50 Cent tiptoeing into uncharted waters of romantic sensitivity while still clutching his signature bravado tightly to his chest.

The track features Ne-Yo lending his silky R&B vocals—a strategic move that balances 50 Cent’s gruff delivery with a polished sheen.

Polow da Don’s production crafts a beat that straddles the line between head-nodding hip-hop grit and late-night slow jam, blending the duo’s energies with surprising cohesion.

The song isn’t without its winks and nods to 50 Cent’s past hits, delivering clever callbacks to his wealth-chasing anthem “I Get Money.”

Inevitably, the lyrics double as both a flirtation and a business proposition, with 50 Cent offering material rewards as part of his romantic pitch—ironic, yet unmistakably on-brand.

Commercially, it carved out respectable territory, breaking into the Billboard Hot 100’s top 30, though far from the dominance of his earlier chart reigns.

The accompanying video, draped in glamorous allure, features Kelly Rowland, whose presence subtly elevates the song’s attempt at emotional depth while reinforcing its aspirational themes.

This release showcases 50 Cent attempting to widen his appeal by embracing softer themes, though the swagger remains firmly intact—polished but never diluted.

Ultimately, “Baby By Me” functions as a hybrid: a romantic gesture cloaked in ambition, marked by its playful dialogue between vulnerability and unrelenting confidence.

Featured on the 2009 album “Before I Self Destruct”.

Lyrics >> More by the same : Official Site

9 . Xxxtentacion – Arms Around You (w/ Maluma & Swae Lee)

Released on October 25, 2018, “Arms Around You” stands as a peculiar fusion of reggaeton, Latin trap, and hip-hop, bridging cultural borders in a way both calculated and intriguing.

The posthumous single features XXXTentacion alongside a curious mix of collaborators: Lil Pump with his irreverent flair, Maluma adding a smooth Latin pop touch, and Swae Lee’s melodic finesse layering it all together.

Production credits go to Mally Mall and JonFX, whose glossy yet rhythmic backdrop threads these unlikely elements into a track teetering between heartfelt homage and radio chart ambition.

The song debuted at number 28 on the Billboard Hot 100, cementing its place in international playlists with top 10 peaks in locations like Sweden, New Zealand, and Norway. Success? Sure—commercially, it delivered. But does it resonate beyond glossy visuals and a structured beat?

Its lyric video, animated and vaguely surreal, may have garnered millions of views, but beneath the polish lies a track that struggles between its romantic theme of love and loss and the artists’ disparate styles.

Initially conceived as a duet between XXXTentacion and Lil Pump, the final version feels like a post-production experiment in managing egos rather than a seamless collaboration.

There’s a tension here—XXXTentacion’s vulnerable verses echo with emotion, while Lil Pump’s performance is predictably outlandish, almost dismissive of the song’s deeper tone.

Maluma’s Spanish verses add a touch of universality, expanding its appeal to Latin audiences, but his contribution feels like an afterthought rather than an organic fit.

Swae Lee, no stranger to bending genres, offers a calm balance, though his presence doesn’t quite unify the overall sound.

While the theme centers around connection and intimacy, the track itself feels more like disconnection cloaked in high-production sheen—an assemblage of talent held together by digital glue rather than genuine chemistry.

Still, as part of XXXTentacion’s posthumous catalog, it’s an intriguing, if uneven, mosaic that reflects his willingness to experiment, even if the execution here falters slightly in its sincerity.

Whether this is an ode to his artistic legacy or merely a commercially driven amalgam of marketable trends, “Arms Around You” leaves its mark with polished edges and unresolved contradictions, much like the artist’s brief yet impactful career.

Lyrics >> More by the same : Official Site

10 . Snakehips – All My Friends (w/ Tinashe & Chance The Rapper)

“All My Friends” by Snakehips is a wistful ode to the morning-after blues wrapped in a deceptively upbeat, electro-pop package.

With Tinashe’s silky vocals and Chance the Rapper’s introspective rhymes, the track treads the bittersweet line between wild nights and their inevitable aftermath of exhaustion and regret.

The production, helmed by Snakehips, masterfully fuses mellow electronic beats with R&B flourishes, creating an atmosphere both hypnotic and mildly melancholic.

Released in 2015, it resonated globally, reaching No. 5 in the UK and earning several multi-platinum certifications, a testament to its commercial and critical success alike.

The accompanying music video, a chaotic yet oddly tender portrayal of urban nightlife, underscores the themes of camaraderie and isolation beneath the surface revelry.

Winning the 2016 Ivor Novello Award for Best Contemporary Song, the track stands out not just for its infectious hook but for the emotional weight it carries beneath its pop sheen.

More than just a party anthem, it’s a poignant commentary on the fleeting highs and inevitable lows of chasing hedonistic thrills.

A live favorite on stages like BBC Radio 1’s Big Weekend, it reflects the epitome of bittersweet bangers crafted for both euphoria and introspection.

Lyrics >> More by the same : Official Site

11 . J. Cole – Deja Vu

J. Cole’s “Deja Vu” sits on the fine line between nostalgia and déjà vu itself, thanks to a beat that’s embroiled in a soap opera-level controversy over its origin story.

Lifted from “Swing My Way” by K.P. & Envyi, the production is curiously similar to Bryson Tiller’s “Exchange,” raising eyebrows and sparking debates over who brought it to the table first—drama that producer credits only partially resolve.

As the song opens, you’re hit with a smooth instrumental plucked straight from the mid-90s, juxtaposed with Cole’s modern-day musings of romantic yearning and unrequited connection.

The track sneaks into the Top 10 of the Billboard Hot 100, fueled not by flashy marketing or an official visual but through sheer word-of-mouth and its ability to hit listeners directly in the feels.

Lyrically, it’s introspective without being navel-gazing, Cole’s verses weaving longing, passion, and just a sprinkle of youthful recklessness.

Though it never got an official music video, the song lived rent-free in playlists and hearts, with its popularity pushing the album “4 Your Eyez Only” to soar atop the charts.

As fans pressed repeat, critics questioned: Was it fresh or did it lean too hard on borrowed vibes?

What’s not up for debate, though, is its lasting charm—a melancholic snapshot of yearning, nostalgia, and Cole’s ability to make the personal feel universal.

Featured on the 2016 album “4 Your Eyez Only”.

Lyrics >> More by the same : Official Site

12 . Kanye West – Only One (w/ Paul McCartney)

“Only One” by Kanye West stands as an emotional outlier in his catalog, melding stark minimalism with a deeply personal narrative.

Paul McCartney’s understated keyboard contributions form the backbone of this song, weaving seamlessly with West’s autotuned vocals to craft a sonic atmosphere that oscillates between wistfulness and warmth.

The track unfolds as a conversation beyond the grave, with Kanye channeling his late mother, Donda West, speaking lovingly to him and his daughter, North.

The stripped-down production avoids the grandiose, favoring an unembellished sincerity that feels rare coming from an artist often associated with maximalist ambitions and high-concept theatrics.

Commercially, the song found a respectable niche, charting at #35 on the Billboard Hot 100 and resonating strongly on R&B circuits, evidence that its intimacy struck a chord even as opinions on its artistic depth varied among critics.

Its accompanying Spike Jonze-directed lyric video further bolstered its raw humanity, capturing Kanye and North in tender moments against a foggy, natural backdrop.

As part of an unlikely series of collaborations with McCartney—including the more mainstream “FourFiveSeconds”—”Only One” sidesteps pop bombast in favor of a reflective quietude, leaving room for listeners to grapple with themes of loss, gratitude, and the unending ties of family.

Faultfinders may dismiss it as incomplete or overly simplistic, but its lack of polish is arguably its greatest strength, marking a rare instance of vulnerability from an artist who often veers toward the performative.

While it may not redefine his oeuvre, the song exists as a tender snapshot of humanity within a career largely defined by grandeur and turbulence.

Lyrics >> More by the same : Official Site