Video: 2 Chainz ‘Turn Up’ puts Club Ritz on blast
A quickie armchair critique of hip-hop visuals and their dizzying reverse effect on the culture
We got a sneak peek at the making of the Decatur Dan-directed “Turn Up” video several weeks ago; here’s the finished product starring 2 Chainz and featured artist Cap 1. Producer Drumma Boy also makes an appearance.</p>↵<p>I imagine videos like this look quite absurd to folk who don’t live - or have any interest in portraying - this lifestyle. On one hand, it does bring to mind the Roots’ “video “What They Do” - which roasted every ’90s “keep it real” hip-hop - at the time. On the other hand, have you ever been to Club Ritz on Old National Hwy. - where “Turn Up” was shot - on a Saturday night?
A proper critique of “Turn Up” would have to take into account the past decade-and-a-half of rap videos and their dizzying, reverse effect on the culture. A large part of mainstream rap is every bit of an absurd fantasy at this point, but that doesn’t make the desire for it any less real.