Back in April, JPEGMAFIA dropped “The Who” featuring Eyas as a one-off single for IHEARTCOMIX’s label IHC 1NFINITY. Today, the noise rapper finally shares a music video for the track directed by Ariel Vida. As a part of the label’s music video universe, the visual is inspired by vintage sci-fi horror flicks targeted at teens.
“The Who” was recorded at the same time as JPEGMAFIA’s 2018 album Veteran, but didn’t quite make the cut. “It didn’t end up on the album, but I always wanted to use it in a creative way because I really enjoy the song,” he previously stated in a press release. “There’s an innocence to it that I hope is relatable to people. I made the beat naked.”
So far, JPEGMAFIA has also rolled out a music video for “Puff Daddy,” cameoed in Kari Faux‘s “LEAVE ME ALONE” video, collaborated with noise rock band HEALTH, and contributed to Flume‘s latest mixtape. Watch the full visual for “The Who” below and check out the interconnected music video experience here.
Find out why JPEGMAFIA is one of Highsnobiety’s 10 Artists to Watch in 2019.