Fresh off the premiere of the music video for “Beware” featuring Lil Wayne and Jhené Aiko, Big Sean shared the vision behind his latest work of art. The trippy clip, which he describes as “virtual craziness,” was directed by Matthew Williams for Kanye West’s creative company DONDA.
“It’s been great working with DONDA because they’re somebody who is really trying to elevate artistry, elevate artists, put them on a new level of creativity,” the G.O.O.D. Music MC told Rap-Up TV. “I think they’ve done that for me, from the ‘Beware’ video to the ‘Fire’ video.”
The visuals all go together, from the album art to the single covers to the videos. “It’s cool to have something that cohesive,” added Sean. “You don’t see that much in rap music, in music in general, to really rolling out a project and it feeling like a movement or a moment in time.”
He was pleased with the final product. “I’m proud of the video. It took a while to get done, but the end result is good. It’s cool to put out great videos that I can really be proud of.”
In addition to “Beware” and the Miley Cyrus-assisted “Fire,” Sean has also shot videos for “Ashley” featuring Miguel and “10 2 10” off his upcoming album Hall of Fame, due Aug. 27.