We partnered with Canadian hip-hop artist Rich Kidd to present the world premiere of the official music video for “The Valley” from his full-length debut mixtape, In My Opinion. Rich is currently working on his debut album with help from executive producer Young Guru. Following a huge week at SXSW, which included performances with Young Guru and Just Blaze, in addition to winning the Champion Sound instrumental battle, the timing for the video’s release simply couldn’t be better.
Regarding the concept behind the video, director RT! related the following:
With “The Valley” visual I really wanted to make a video that kept throwing curveballs as you continue to watch it. Everyone knows about late-night missions after the club, so I took that simple relatable idea and flipped it into something dark, Kubrickian and unexpected. Hip-hop videos have a stigma of being predictable to the point of parody so we fucked with peoples expectations, while indulging some of those elements (who doesn’t love lingerie parties?) Rich is that new type of artist outta Canada that makes that real hip hop but ain’t afraid to try different concepts both visually and musically. When I heard the drums on this and the valley chanting I knew it had to be something twisted.