Young Thug Didn't Show Up to His Own Video, and the Result is Genius

Young Thug Didn't Show Up to His Own Video, and the Result is Genius

And a total mess.

And a total mess.

Text: William Defebaugh

Young Thug has just released a video so absurd in its missteps that it's actually a work of meta-genius. Of course, the real accolades shouldn't go to the artist, but rather the video's director, Ryan Staake, who managed to save the project after Thug did not show up to the shoot (which cost $100,000, by the way).

So, as a director, what do you do when the subject doesn't show up for a shoot? If you're Staake, you film it anyway, add in a voiceover of the artist's original treatment, and juxtapose it with notes from yourself explaining what actually ended up happening. Oh, and a sent-in clip of Thug eating Cheetos. With laugh-out-loud insight into the all-too-common antics of an industry defined by its outrageousness, the resulting video is already one of our favorites of 2017—and a great lesson in making spinning garbage into gold.

"In fact, maybe that's the moral of the story: None of this matters," Staake says at the end, before adding the logos that "they wanted" (they being the music label). Watch the full video below.

Read Young Thug's V104 cover story here.

Young Thug photographed by Inez & Vinoodh.

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