One of hip-hop’s most creative minds, Smino‘s brilliance isn’t just relegated to some of the most compelling rap music we’ve heard over the past five years. Given his reputation for eye-popping visuals, news of a new Smino video is always welcome and gives us a new way to appreciate the track. Behold, “KLINK!”
Co-directed by Smino and Kamp Grizzly‘s Nicholas Woytuk, Smino throws us back to oft-forgotten 90s commercials from soda-pops and clothing lines, tickling our nostalgia buttons while giving us a newfound appreciation for the decade’s commercial aesthetic. It helps that the track’s Monte Booker-produced beat goes hard as well.
Smino’s NØIR is available everywhere now.