Major Lazer, the enigmatic trio have paired with PartyNextDoor and Nicki Minaj for their ‘Run Up’ anthem. Continuing on with their tropical Caribbean dancehall vibes, the video sets out to mock our daily addictions to our smartphones using it to document the party of the century.
The video starts out with a PartyNextDoor standing in the middle of a tirade of a party goers, swimmers, texters, drinkers, dancers and FaceTime-ers documenting every inch of their euphoric experience. The ongoing theme sees Nicki Minja seated in front of a vanity mirror FaceTiming the first half of her verse. Taking the party to the penthouse balcony with her girls, Nicki beams through her Caribbean roots. It ends with PartyNextDoor FaceTiming a girl he met at the party next to him.
Directed by French collective Paul, Luc & MartinPaul, they explained that the idea to parody our obsession of dependence on technology “was to laugh at ourselves and at the unconditional love we bear to our smartphones, humor and absurdity came naturally in our speech because our will was not to accuse someone or something but just exaggerate it to foster reflection.”
Having already served us collaborations with duo Showtek (‘Believer’) Justin Bieber MØ (‘Cold Water’) and dancehall group Bad Royale (‘My Number’), Major Lazer are expected to release their forth studio LP ‘Music Is the Weapon’ later this year.
Their documentary Give Me Future, — filmed at their poignant 2016 concert in Havana, Cuba premiered in January at the 2017 Sundance Film Festival.