DJ Mustard and Travis Scott have unveiled the music video for their new club track "Whole Lotta Lovin'." The song came out less than a week ago, but it is already started to predictably make the impact that these two had hoped with a track like this.
The music video is a mixture of various characters, scenes and bits of editing that fails to create one concrete narrative. That could have been their goal - to create a rich visual environment that accompanies that track - but a love story that seems to be hinted at the very beginning with two women walking holding hands is left untouched.
There are some stunning landscapes in a tropical jungle, while Scott and Mustard are shot elsewhere in front of a tall LED screen dancing. Mustard even makes an appearance to DJ behind a set of CDJs.
There is a strong emphasis on the color red - the color of love and passion. Various scenes are washed out in red color including Scott's dancing out by a street light and the closing seconds by a red sea. The editing gets weird around halfway through as people's faces start to melt slowly to the ground.
Directed by Alex Nazari, the video comes quickly after Mustard and Scott released the single for "Whole Lotta Lovin'," which would indicate how highly this song is regarded by the label and the artists.
Mustard is no stranger to hit records. His music has dominated the radio over the past two years, but this combination of him and an auto-tuned Travis Scott is the jump they could use for 2016.
Watch the video below and pick up a copy of the single on iTunes.