Arcade Content's Kyle Lewis directed Bad Hair, Nasty C's epic 14-minute music video that topped the Apple Music video charts in South Africa for the week of its release.
Apple Music featured the music video in France, Germany, the UK and the US, something that almost never happens to African videos. Apple Music hailed its "audacious visuals," describing it as "epic" and "stunning."
The music video also contributed to Nasty C's track, Don't Do It, being played on Beats 1's flagship hip hop show with Ebro. "From New York City to South Africa, hip-hop's global reach is amazing," said Ebro. "At the helm, we have young cats like Nasty C pushing the culture forward both musically and visually."
The music video includes three songs from the Metro FM winner's Bad Hair Extensions album: Don't Do It, Phases and Good Girls and Snapchat Hoes. The #Veliswa premiere screening sold out Ster-Kinekor cinemas in Cape Town, Durban and Johannesburg, trending on Twitter.
"Nasty C approached me to direct a film featuring three of his songs, that would make a statement," says Kyle. "It's an art piece about his own journey of breaking free and becoming a man, with the three sections representing the past, present and future respectively. Visually, the films move further and further away from the initial renaissance styling, as a visual metaphor for breaking way from the ideals of the past and becoming true to yourself. As surreal as it gets, I tried to keep it as real and visceral as possible, which is what I got from Nasty's music."
Pierre De Villiers shot the music video, which was styled by Kaley Meyer, art directed by Bianca Prinsloo, and edited by Stephen du Plessis.
See more of Kyle's music videos and brand films at https://arcadecontent.tv/south-african-director/kyle-lewis/.
What people are saying:
"Nasty C just pushed the bar higher than it's ever been... Far beyond anything anyone has seen previously on local soil... Remarkable... Simply cannot be missed." Channel 0
"World-class... another stellar and masterpiece presentation by Kyle Lewis." Yomzansi
"The creativity and the quality of the video are out of this world." The Citizen
"Now being compared to other visual albums like Beyonce's Lemonade and Drake's Please Forgive Me." ClubX
"@actioncutkyle God level avant-garde work on #VELISWA mate. infinite salutations to you! Salut." @TheGobbla on Twitter
About Arcade Content
Representing directors Kyle Lewis and Lebogang Rasethaba, Arcade Content is a multi-award-winning division of Egg Films that produces branded content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos, documentaries and more. For more information, visit https://arcadecontent.tv/.