Smino and J. Cole Link for Extended Cinematic “90 Proof” Music Video

Directed by Philip Youmans.

Fresh off the release of his third studio album Luv4Rent, St. Louis-born rapper Smino delivers the official music video for the album’s lead single “90 Proof” with J. Cole.

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Directed by Philip Youmans, this “official music video” arrives nearly a month after Smino released the “official visualizer” sans Jermaine. Clocking in at six and a half minutes, the video shows picturesque visuals of Smino and Cole posing with a vintage car, spending time with friends at a house party, and playing Uno in the park. All are cheerful until Smino pours a glass of the titular 90 Proof. The aura then takes a strange and dark turn, crafting a neo-soul meets hip-hop Southern Gothic thrill.

“90 Proof” is the latest team-up between Smino and Cole, as the duo previously collaborated on multiple records for the Dreamville compilation Revenge of the Dreamers III in 2019. In addition to the video, Smino announced that he will be performing Luv4Rent during his 5th annual Kribmas benefit concert on December 18th in St. Louis. You can check out the music video for “90 Proof” in the player above.

Lastly, in case you missed it, Kendrick Lamar and Taylour Paige Star in “We Cry Together” Short Film.

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