Travis Scott finally releases “I Know” music video

With the help of Dave Meyers and Travis Scott, the well-known hip-hop artist has dropped a music video for his single “I KNOW.” The film features Anok Yai and Emily Ratajkowski. Last year in July, the album Utopia was published, and this song is off it.

Keeping the visual beauty in mind Cinematographer Scott Cunningham took shots that are visually appealing to the audience. He has blurred the lines of reality and fantasy for Scott’s relationship in video.

Cinematic Representation

Scott has always come with his cinematically grand gestures in his  music videos that place his songs much more immersive and fantasy worlds for the audience. We frequently see Travis presented as a fabulous performance and this time he tried something different which brought him #26 Trending on YouTube music videos.

This video features dramatic visuals showing patterns, dynamic match cuts, colour grading and lighting which made his fantasy relationship real. The illustrations aims to overwhelm the sense of music through which the audience can connect.

Narrative

Since Scott’s hip-hop music has its roots in oral traditions, he is able to display his imagination and storytelling skills through his surreal films. A big part of his artistic reputation is based on his depictions of himself as a beautiful, oversized figure set against grandiose backdrops.

Direction

Travis strategically collaborates with highly passionate and out of the box directors to make innovative videos that capture attention in an saturated media world. The quantum of concentration dedicates to his videos, demonstrates that Travis sees them as creative trials on with his songs rather than just promotional style.

The visual nature of music videos allows Travis Scott’s style, to show swagger and showmanship as a rapper to come indeed more alive. For artists like Travis who thrive on spectacle and energy, his music videos offer a vibrant format for fashion, physicality and to come part of the performance. Indeed without seeing the specifics of his “I Know” video representation we can safely presume it contains by amplifying his style .

Overall, interpreting Travis Scott’s music videos offers great insight into how he uses iconic art with visual representation. His fantastical videos expand how  engaging his content is . Surely his  “I Know” music video carries on his tradition of high- conception that connects mass audience to watch it repetitively.

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