Tyler the Creator “IFHY/Jamba”

There is no doubt Tyler the Creator is a provocative personality – his lyrics often make me cringe and laugh at the same time. Even as a member of the menacing OFWGKTA crew, his talent stands out. My admiration mostly centres around his music video concepts. As alternate persona Wolf Haley, he has helmed most of his own videos featuring his dark, sometimes juvenile sense of humour. The latest from his much anticipated album Wolf depicts Tyler as a disturbing cauliflower-eared Ken doll chasing his girlfriend through a doll house. “IFHY/Jamba” meshes that playful world with the subversive lyrics in a very cool way. Off the bat, the video’s styling and playfulness reminds me of old N.E.R.D. music videos (like most Odd Future videos do) – which is no surprise as Pharrell Williams makes an appearance on vocals too.

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