The epic Nasty C 14-minute music video Bad Hair has topped the Apple Music video charts in South Africa in the week of its release. Arcade Content’s Kyle Lewis directed.
Apple Music has featured it in France, Germany, UK and US, something that almost never happens to African videos. Apple Music hailed its “audacious visuals,” describing it as “epic” and “stunning.”
The video also contributed to the Nasty C track, Don’t Do It, being played on Beats 1’s flagship hip hop show with Ebro. “From New York City to South Africa, hip-hop’s global reach is amazing,” said Ebro. “At the helm, we have young cats like Nasty C pushing the culture forward both musically and visually.”
The video includes three songs from the Metro FM winner’s Bad Hair Extensions album: Don’t Do It, Phases and Good Girls.
“Nasty C approached me to direct a film featuring three of his songs, that would make a statement,” says Kyle. “It’s an art piece about his own journey of breaking free and becoming a man, with the three sections representing the past, present and future respectively. Visually, the films move further and further away from the initial renaissance styling, as a visual metaphor for breaking way from the ideals of the past and becoming true to yourself. As surreal as it gets, I tried to keep it as real and visceral as possible, which is what I got from Nasty’s music“.
The #Veliswa premiere screening sold out Ster-Kinekor cinemas in Cape Town, Durban and Johannesburg, trending on Twitter. Pierre De Villiers shot the music video, which was styled by Kaley Meyer, art directed by Bianca Prinsloo, and edited by Stephen du Plessis.
What people are saying:
“Nasty C just pushed the bar higher than it’s ever been… Far beyond anything anyone has seen previously on local soil… Remarkable… Simply cannot be missed.” Channel 0
“World-class… another stellar and masterpiece presentation by Kyle Lewis.” Yomzansi
“The creativity and the quality of the video are out of this world.” The Citizen
“Now being compared to other visual albums like Beyonce’s Lemonade and Drake’s Please Forgive Me.” ClubX
Info: https://arcadecontent.tv/
WS
