We've become accustomed to elaborate, narrative-driven, often lengthy music videos from Macklemore & Ryan Lewis. And it's a style that's proven to work time and again, from epics like "Can't Hold Us" and "Downtown" to the short-film feel of "Same Love." But for their latest, they've taken a much simpler approach.
"Kevin," which features Leon Bridges and was debuted at the American Music Awards in November, is set in an unassuming, seemingly abandoned building and is shot in black-and-white. The stripped down aesthetics of the visuals, directed by Jason Koenig and Ryan Lewis, force the listener to focus on what the lyrics are about: The rapper's friend (and the song's namesake) who died of an overdose; the daily struggles addicts face; and the overprescription of pain pills.
Macklemore & Ryan Lewis' This Unruly Mess I've Made drops this Friday.