directed by GL Joe
GL Joe’s video for the first Cool Kids single, Black Mags,
is just what the duo claims to be themselves: cool. Stark black and white.
Badass, flashy (you know what I mean) animation interspersed with fresh
close-ups and lo-fi abstractions (Chuck Inglish’s background during some of his
verse) make for a stylishly minimalistic statement. And like pics of the
Chicago hip hop pair posing in front of Irocs like the LLs and N.W.A.s of yore,
Joe’s video says “yes, we’re as cool as all fuckin’ get out. And if you don’t
think so, then you obviously don’t know what cool is.” The Black Mags video,
like Tony Alva’s skate ads in the 70s, is more than simply a video, it’s an
attitude. This video came out a few years ago and made all things hip hop
hipster cool, things like bikes and pagers and The Bad Boys (my Detroit folks
know what I’m talking about), which belies Chuck’s background (he moved from
Motown to Chicago to work with Mikey Rocks). At first, the two wanted to just
keep releasing singles, like the old school rockers, but the fans yelled loud
enough, and The Bake Sale finally graced the world. The album is solid in every
way, and The Cool Kids, like Lupe Fiasco, are a breath of fresh air for the hip
hop community. For a minute it was getting pretty scary, but never fear, cause
The Cool Kids got the situation locked up, with some gold ropes and beepers.
Black Mags, ladies and gentlemen.
Black Mags, ladies and gentlemen.
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