From the moment the video for Warning began, I was taken back to the “good old” days of Channel U.
King Jim‘s latest video follows a standard UK rap vid format; featuring city skylines, stairwells and roof tops. This contextualised the street-wise setting but a sense of urgency to match the theme, title and message of the track.
Just over two minutes in length, it did feel as though more could have been in both the track and video. However, the way the video was compiled, filmed and edited by Fabio Da Silva (who also features in the video) is exceptional. Graphic design, scatty pan shots and glitchy edits were used and it worked really well with the overall production.
Professional videography was evident. The opening of the video and the little snippet of King Jims and M.A.I.N.E in their prayer stance scene was a nice touch. It helped set the theme of the project and kind of made a statement that this was a work of God. A lot of thought went into the production side of things.
Overall, Warning is edgy, youthful and truthful. You will feel as though you’re watching a genuine warning/emergency video. Although basic; the simplicity proves to be the beauty of the video. The laid back approach will enable you to focus on the bars and the intent rather than unnecessary gimmicks or trimmings.
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