clipping. - Run It

JUL 01 2024 · 12:00

clipping. - Run It (2024) Director: Lawrence Klein Era: Mid-2020s Experimental Hip-Hop Renaissance (2024) - Post-hiatus return of noise-rap vanguard into cyberpunk-inflected underground hip-hop, presaging the Dead Channel Sky LP cycle Exceptionally high. 'Run It' is a defining artifact of mid-2020s experimental hip-hop's push into cinematic, globally-produced music video territory. Its quantitative metrics (486 cuts, 0.62s avg shot, motion score 8.36) are among the most editorially aggressive in the modern music video corpus, making it a primary source for studying the relationship between rap cadence and visual editing rhythm. As the lead single bridging clipping.'s horrorcore era and their cyberpunk LP cycle, it also holds significant discographic and genre-historical value within the Sub Pop underground catalog. Context: Released September 12, 2024, 'Run It' marked clipping.'s first new material since their acclaimed 2020 horrorcore album Visions of Bodies Being Burned, signaling a dramatic genre pivot toward hip-hop/cyberpunk fusion. The video's globe-spanning espionage narrative, shot across the US, Germany, South Korea, Thailand, India, and the Czech Republic, physically embodies the group's transnational artistic ambition. Its release as the lead single for the forthcoming Dead Channel Sky (Sub Pop, March 2025) repositions clipping. within a mid-2020s discourse around maximalist, genre-dissolving hip-hop aesthetics, bridging noise-rap underground credibility with cinematic mainstream production values. Director notes: Directed, produced, and edited the official video for 'Run It' by clipping., released September 12, 2024 via Sub Pop Records. The production was a large-scale undertaking shot across three continents and six countries: US, Germany, South Korea, Thailand, India, and the Czech Republic. The video casts the three members of clipping. as operatives in a jet-setting international criminal export organization, drawing on espionage thriller and action film visual language. Quantitative data corroborates the documented aesthetic: 486 scene changes over 301 seconds yields an average shot length of ~0.62 seconds, consistent with the described 'quick-cut' style noted by Stereogum and the Berlin MVA. Cinematography by Lee Narby; additional photography and color by Sunny Wong. VFX by Alena Cochran; Graphic Design Direction by Jackson Quinn.