Aspiring rappers, want to capture listeners’ attention? Don’t over-think it: follow Scotty and SL Jones’ lead. For instance, take their latest video for “Strap Up.” The visuals are digestible–nothing more than a low-key party shot through the prism of a kaleidoscope. Major Is Here’s beat is hazy, but not lethargic. The lyrics aren’t dull, but confident. Oh, and the hook? It’s smoother than half a tumbler of Crown Royal Extra Rare.
That’s all it is. And you know what? It’s effective. Just remember to K.I.S.S. and those potential ears are all yours.