Coming off his critically-acclaimed self-titled album from last year, Vince Staples ushered in a new era on Monday. The Long Beach rapper shared the first visual from his upcoming album Ramona Park Broke My Heart. Marketed as a “commercial,” the video also features pieces of Staples’ lead single off the project “Magic” with producer Mustard.
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The video opens with a double dolly shot of Staples walking through a convenience store. He buys a bag of frozen vegetables to ice his badly bruised face, telling the clerk it’s from a “party down the street”. A smash cut brings us back to the event itself, where several partygoers confront Staples. They get in a fistfight, leading to Staples being kicked out of the party.
On Twitter, Vince Staples referred to the video as a commercial. The closing credits tease the story is “to be continued”. Staples’ creative strategy here is eerily similar to his brief “Vince Staples Show” experiment with a trio of singles in late 2019. Fans can expect more visuals and promotional footage from Staples in the coming weeks as we move closer to the release of his fifth studio album. Ramona Park Broke My Heart releases this April via Motown Records.
Be sure to let us know your thoughts in the comments section below. Lastly, Jah Darko Drops Off His Latest Visual Dubbed “Curtains”.
