Arcade Content’s Kyle Lewis directed Bad Hair, Nasty C’s epic 14-minute music video that topped the Apple Music video charts in South Africa for the week of its release.
Apple Music featured the music video in France, Germany, the UK and the US, something that almost never happens to African videos. Apple Music hailed its “audacious visuals,” describing it as “epic” and “stunning.”
The music video also contributed to Nasty C’s track, Don’t Do It, being played on Beats 1’s flagship hip hop show with Ebro. “From New York City to South Africa, hip-hop’s global reach is amazing,” said Ebro. “At the helm, we have young cats like Nasty C pushing the culture forward both musically and visually.”
The music video includes three songs from the Metro FM winner’s Bad Hair Extensions album: Don’t Do It, Phases and Good Girls and Snapchat Hoes.
“Nasty C approached me to direct a film featuring three of his songs, that would make a statement,” says Kyle. “It’s an art piece about his own journey of breaking free and becoming a man, with the three sections representing the past, present and future respectively. Visually, the films move further and further away from the initial renaissance styling, as a visual metaphor for breaking way from the ideals of the past and becoming true to yourself. As surreal as it gets, I tried to keep it as real and visceral as possible, which is what I got from Nasty’s music.“
The #Veliswa premiere screening sold out Ster-Kinekor cinemas in Cape Town, Durban and Johannesburg, trending on Twitter.
Pierre De Villiers shot the music video, which was styled by Kaley Meyer, art directed by Bianca Prinsloo, and edited by Stephen du Plessis.
Bad Hair is now on YouTube at https://youtu.be/cmKaFGHB1bU.
See more of Kyle’s music videos and brand films at https://arcadecontent.tv/south-african-director/kyle-lewis/.