What’s poppin yall; when it comes to soundcloud rappers; one of their biggest goals in life
other than getting a custom made ben baller chain is getting a music video done by Cole
Bennett of lyrical lemonade.
He’s become the #1 most talked about videographer in rap right now and for good reason too;
the stuff he was doing wasn’t being done in the genre but he is receiving way more
credit and praise than two others who came before him that never got this amount of love
and they helped bring a whole subgenre of rap to the mainstream.
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Cole Bennett’s editing style works great with soundcloud rappers; it’s very vibrant,
colorful, and we sometimes have him getting an animator to do some animation scenes of
the rapper.
It overall reflects the scene very well; these rappers usually have colored hair, wear weird
clothing, and just stand out in a very vibrant and sometimes even suspect manner.
This kind of editing appeals to the eye and makes it more talked about.
DGaines and Azaeproduction had a longstanding period of dominance though from 2012-2016
with their music videos doing millions on millions of views and being largely the reason
why drill music was able to reach such a large audience.
They never got the same praise that Cole Bennett does, and I don’t know why.
It seems like the people, both the blogs, media personalities, and the like were much
more concerned with the actual rappers and content of the music video than the videographer
themselves.
I don’t know if this is either a good or a bad thing but you weren’t seeing them
getting invited to do interviews or be on shows with these huge people like Gary Vaynerchuk.
They were getting less credit than the rappers they were shooting for but you ask anyone
today and they will likely say Cole Bennett gets more credit than the rappers he shoots
for.
Most of the time people even say he carries some of their trash songs with his music videos.
DGaines shot videos mainly for just Chicago drill rappers with some of his biggest being
Don’t Like, Love Sosa, Bang, and They Know by Chief Keef and Air Jordan, Holy Ghost,
and Game of Pain for Montana of 300.
I almost forgot to mention one of the classic drill songs L’s anthem by Lil Durk.
Azaeproduction would also be behind some of the biggest hits in drill like Love No Thotties,
I Dont Know Dem, by Chief Keef and Ice Cream Truck n Chiraq remix by Montana of 300 as
well as being the videographer to really help put on both Lil Bibby and Lil Herb.
Both of these guys were responsible for the spread of drill music to the mainstream and
worldwide.
AzaeProduction however would pivot and not only make videos for Chicago drill rappers
but any type of rap that was really connected to street elements or people coming from a
background in the hood or bad environment.
Take for instance his most viewed video with almost 200M views; it’s No Heart by 21 Savage
and then his second with over 100M Red Opps also by 21 Savage, but he also did the one
for Shy Glizzy’s Cut It remix, Skippa Da Flippa, Hoodrich Pablo Juan, Valee, Maxo Kream,
Soulja Boy, Jose Guapo, Migos, and more.
He’s very lowkey though and we don’t seem him in the forefront very often.
Some people might say it’s because drill music is dead but even when 21 Savage was
coming up whose still a huge rapper today, azaeproduction never gets mentioned as helping
him blow up whereas if you mention lil pump, lil skies, juice wrld, or a number of other
soundcloud rappers one of the first people to come to their heads is Cole Bennett.
Now is it because Cole Bennett branded himself better, I don’t really know and can’t
say for sure because he’s in the background most of the time too but is open enough that
people see him IN some videos and around rappers frequently.
Some people will say it’s because of the editing; that is definitely false.
Sure Cole Bennett may use more effects and transitions that take a lot more time and
all of this extra stuff but that’s because it’s what works with the type of rappers
he is making videos for.
The people who azaeproduction is shooting for aren’t gonna wanna look like some fruitcakes
with a bunch of colors floating around in their music video because it doesn’t reflect
where they’re from or the content of their music.
When you see azaeproduction editing style you can see that most of his videos have this
color correction or color grading whatever the term is called that is a warm texture
and kind of feels like a vintage or rusted feeling and it adds to the aggressiveness
of both the beat and the menacing entourage usually pointing guns at the camera.
There isn’t much room or necessity for so many effects because for the most part these
rappers are so big as a personality or image themselves that adding all these effects would
take away from how powerful their presence is in a music video.
Take for instance both the music videos he did for 21 Savage; they’re minimal when
it comes to effects but 21 Savage as a character or figure was seen as some unstoppable savage
back in 2015 to delusional fans that believe everything they see online but he played the
part.
And that’s not to say he was acting because I don’t think that; he seems more chill
now but that’s after being in a way better environment for a couple of years.
Back then he was never smiling, always looked angry, and aggressive to the point where he
might snap at even the closest resemblance of disrespect from anyone.
Contrast this with people like smokepurpp who are incredibly dull and need these effects
as a crutch because they as a person are not captivating enough to the audience to just
pay attention to them and their charisma; they need props like colored hair, added effects,
and what is basically a lot of make up to their song in the form of a music video for
it to even have potential in doing well.
I made this video in part to remember how good these guys were at what they did; they
MADE drill music huge.
Cole Bennett and Lyrical Lemonade are known with soundcloud rappers now but the scene
was already huge before he ever started making music videos for any of them.
They’re all great at what they do in different aspects but I want you guys to tell me why
Cole Bennett basically ended up as the superstar that’s known by everyone and Azaeproduction
and DGaines as just some guys that shoot music videos.
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thank you for watching, peace!