For their latest, Major Lazer deliver a new visual for the hit single “Run Up” featuring Nicki Minaj and PARTYNEXTDOOR. In the clip (directed by Paul Van Haver, Luc Junior Tam and star singer Stromae of MOSAERT), the collaborators and crew hit up a house party that seems to be driven more by live streaming and cell phones than the actual music playing. As said via press release, it’s an obvious nod to the power of social media and technology in today’s world:
The idea 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.
Also interesting: the fact that Nicki Minaj and PARTYNEXTDOOR had a bit of an issue just last month over whether or not the latter had any writing input for “Regret In Your Tears” (Nicki adamantly denied the rumor). It doesn’t appear that the two make any actual connection in Major Lazer’s clip, either.
Check out “Run Up” below. The track will presumably appear on Major Lazer’s long-awaited album Music Is The Weapon, which has also spawned the singles “Cold Water” (featuring Justin Bieber and MØ) and the Showtek-assisted “Believer.”