March 7, 2013


Joey Bada$$ Animates Brooklyn's Streets for "Unorthodox" Video

Joey Bada$$—one of our 30 Must-See Artists at SXSW 2013—just dropped the video for his DJ Premier-produced single "Unorthodox" and it certainly lives up to its name.

Like many rappers, the 18-year-old Pro Era MC delivers his song looking into the camera and swagging around the streets he grew up on. Unlike any rappers, Bada$$ chose to rotoscope the end result, which means the live footage has been animated over, like in a-ha's '80s classic "Take On Me."

The resulting video gives movement and energy to the gritty track (which you can download for free over at Green Label Sound, btw) and—more importantly—it's hella fun to watch. See it above and check out our interview with Joey about how he and DJ Premier recorded "Unorthodox," where he talks about why the first session didn't go down that well.