Watch ASAP Rocky’s “most ambitious video yet”

Long Live A$AP, the single, was released just before the weekend and quickly followed up with a largely black and white, creative visual. Consequence of Sound says this is his ‘most ambitious video yet.’

Beginning with an outside shot of his ‘castle,’ we’re led to ASAP Rocky, who dons a black and white bandana and his signature gold slugs as he sits on a throne, delivering his slick rhymes over the Jim Jonsin and Rico Love produced track.

ASAP Rocky is aided by two flatscreens that help tell the story as he sits on his throne. At one point showing dishes as he raps on his success: ‘I thought I’d probably die in prison, expensive taste in women/ ain’t had no pot to piss in, now my kitchen full of dishes.’

The same screens then display gold-filled grill as he croons the invincible hook that he says combines “something beautiful and precious and something gritty and dirty”.

Not to be mistaken for simple, the minimal video directed by Samantha Lecca plays with contrasts aside from colour, like the white woman who emerges from a bath tub to come across a black woman. She also makes creative use of shadows in the video, to great visual success, when ASAP spits: ‘I wonder if they miss me, as long as I make history/ now my soul is feeling empty, tell the reaper come and get me.’

ASAP appears to have a thing for simplicity, present in the videos for Goldie and F**kin Problems. Long Live A$AP could be seen as a ‘simple’, black and white video but interpreted in so many ways.

A reminder that the full Long.Live.A$AP set is due out January 15 pops up at the end of the video.

Check out the full tracklist and pre-order your copy here.

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