The best rap videos of the 2010s

One of the most surprising twists in recent rap history is the slow extinction of the music video.

It’s pretty strange when you think about it. Tik Toks and IG Reels dominate the media landscape, but creating visuals to promote music seems to be becoming less of a priority. Shrinking budgets, the disappearance of TV shows dedicated to music videos, and the meme generation’s attention span like a fruit fly are probably to blame.

But music videos haven’t yet taken the same route as the dodo bird and ninja turtle cakes. Creative videos still exist – albeit on a reduced scale – and in the last decade several souvenir images were created that still exist today. It may prove to be the last lasting era of music videos.

Let’s take a look back at 20 rap videos from 2010-2019 – in no order – that kept the tradition of memorable visuals alive.

Social media may have killed the video star, but these videos still have the makings of a viral sensation.

Kanye West, “Runaway” (2010)

I may not be a fan of this song (sorry for your nostalgia), but I will never criticize the beautiful visuals thought up for this track. The mix of ballet iconography and Kanye’s usual madness make for a captivating experience. Black Swan.

Kendrick Lamar, “Alright” (2015)

Art reflects time. Just as Kendrick’s “Alright” became the unofficial anthem of the Black Lives Matter movement, the accompanying video reflected that message. It is the story of the black community’s seemingly endless war against corrupt law enforcement and a reminder that every black body has a soul that desperately wants to live.

Kanye West and Jay Z, “Otis” (2011)

Sometimes less is more. Hardly anything happens in this video. Jay and Ye simply disassemble a Maybach, put it back together, and drive around like crazy teenagers with a giant American flag in the background. It doesn’t make sense, but the images are so impressive and unforgettable. And it’s kind of nice to see the two of them having fun together, especially knowing what would happen in later years.

Drake, “Hotline Bling” (2016)

Undoubtedly one of the most iconic videos of its time, “Hotline Bling” is essentially a collection of random GIFs brought to life. That’s probably what makes it so memorable in the age of social media.

Killer Mike, “Reagan” (2012)

Killer Mikes RAP music is an overlooked gem, as is this video for “Reagan,” which is equally unafraid to ruffle feathers. The stunning animation reminds me of something from MTV’s old Liquid Television block and is the perfect vehicle for Mike to take us down the political rabbit hole.

Run the Jewels with Zack de la Rocha, “Close Your Eyes and Count to F***” (2014)

The concept of this film is quite simple – a white police officer and a black man fight for four minutes straight. We don’t know why they’re fighting, we don’t know who will win. But even if there is a break in the battle at some point, know that hostilities will soon resume.

Jay Z, “The Story of OJ” (2017)

Kind of wild that Jay waited until 2017 to release arguably the best video of his career. The animated video is a brilliant play on the racist images of the 30s and 40s, now revisited as a biting commentary on modern injustices.

Kendrick Lamar, “Humble” (2017)

Another one from Kung Fu Kenny. Kendrick is never afraid to incorporate religious iconography into his art, and this depiction of a black pope struggling through excess and its effects on the community is both haunting and cautionary.

Tyler, the Creator, “Who Dat Boy” (2017)

One thing about Tyler is that he takes risks. In fact, you all probably thought I was going to shout out the video of him eating the roach. Just because a video is infamous doesn’t mean it’s GOOD. However, “Who Dat Boy” is good – and scary. Action Bronson’s face is stitched to Tyler’s and the Get Out vibes are heavy.

Migos featuring Drake, “Walk It Talk It” (2018)

No, this site hasn’t been hacked – that’s really me giving the Migos props! The song isn’t anything special (yes, Mr. Backhanded Compliment is back), but this tribute to Soul Train was very entertaining. And props for recording it on Beta Tape to give it that vintage feel.

Tierra Whack, “Whack World” (2018)

Justice for Tierra! She needs a lot more flowers than she gets. “Whack World” serves as a visual representation of her entire 2018 mixtape. Tierra holds nothing back, playing multiple characters, delivering countless stunning visuals and proving that she is one of the most creative artists of her time.

Masta Ace and Marco Polo with Pharaohe Monch, “The Fight Song” (2018)

I raved about it A Breukelen story There’s been an album on this site for years, and The Fight Song is one of those records that makes it so special. It’s a literal battle against the personification of multiple sclerosis, and the message of empowerment is made even clearer through these images.

Nas, “Bye Baby” (2012)

I could have chosen almost anything from Nas. Life is good project (one of his best albums ever, if you ask me), but something about “Bye Baby” resonates differently. A gloomy Nas watching old home videos while filling out divorce papers sounds depressing, but it ends up being pretty liberating. We also see the now iconic shot of Nas with his wedding dress over his knee.

Vince Staples, “Fun!” (2018)

Easily one of the most creative videos of its time, “Fun!” shows how invasive satellite mapping can be, with a dash of social commentary on the side. It’s fun, of course, but also quite thoughtful.

Vic Mensa, “Down on My Luck” (2014)

Vic rapping over a house track might seem like an odd choice, but it fits. Watching Vic get caught in a Groundhog-like loop at the world’s most annoying club may be torture for him, but it’s entertaining for us.

Eminem, “Rap God” (2013)

“Rap God” is probably the last great Eminem video. Em is the king of parodies, so he has no problem donning his best Max Headroom cosplay as the visuals switch from The Matrix to The Walking Dead and incorporate a ton of video games too. Recognizing the references is half the fun.

Phonte with Big KRIT and Evidence, “The Life of Kings” (2011)

I bet you all forgot that! Honestly, there’s only one reason this video is here (other than just being a great track) – Phonte’s mother. It was brilliant and so heartwarming that she spit out the Evidence verse in his absence.

Travis Scott with Drake, “Sicko Mode” (2018)

Sicko Mode is the most bizarre visual collection imaginable. One moment you’re in a strange amusement park, the next moment the screen is bathed in sepia tones and tilting back and forth, and then we’re transported to the planet Venus or something. It’s inexplicable, but it looks very cool.

Missy Elliott with Pharrell, “WTF (Where They From)” (2015)

Missy is one of the greatest visual artists of all time and has many classic videos in her portfolio. Of course, she reappeared after seven years to give us another visual treat as if she had never left. The crazy choreography, the strange puppets – nothing makes sense, but everything just feels right.

Childish Gambino, “This is America” (2018)

There is only one word for this video: chaos. Gambino is literally dancing his way through the gun violence epidemic in America. Schoolchildren become victims, but the viewer is so entertained by the dance routines that he has no time to concentrate on the horrors left by the violence. We can’t look away, but we still refuse to process what’s in front of our eyes. This is actually America.

Which videos from the 2010s were your favorites? Share them below.