Last week Kanye West announced that he would be dropping the video for “Mercy” and the black-and-white clip premiered today, with all of the crew in tow. Pusha T, Big Sean and 2 Chainz, who have verses on the track, are all in the video, plus Kid Cudi makes a cameo.
The video was shot in a wide frame, and finds the G.O.O.D. Music crew in what looks like a parking garage, rapping as the camera pans across the room, and of course there’s a shot of the Lamborghini Murciélago. Watch the video here.
‘Ye recently premiered his short film “Cruel Summer” in Cannes, which bears the same name as the upcoming G.O.O.D Music album. Kanye West projected the film onto seven video screens inside a tented pyramid on the Mediterranean Sea. It was a stylistic choice meant to represent “a post-Steve Jobs, post-Windows era … where your mind puts the screen back together, the way you put memories together … like the experience of life” (so said West in a speech before the premiere).
Designed by international firm OMA, who have built eye-popping venues in cities like Beijing and Montreal, the “temporary pavilion” featured seven screens “of cinematic proportions,” and was envisioned as “a constellation of projections that wrap around the audience.”
The pyramid itself was created “to create an effect of levitation above the red carpet,” and attendees “ascend[ed] into the pyramid along a continuous red carpet that widen[ed] into the 200-seat auditorium.” The entire projected was site-specific collaboration between OMA, West’s own DONDA collective and Cannes-based production team Ar’Scene.
“Cruel Summer,” inspired by West’s upcoming G.O.O.D Music compilation of the same name, stars Kid Cudi as a car thief who falls in love with a blind Arabian princess. The 30-minute film was co-directed by Alexandre Moors, who previously worked with West on his videos for “Runaway” and “N—as in Paris,” and was shot entirely in Qatar in the Middle East.