De La Soul Make A Quirky Video For A Song That Hurts So Good

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De La Soul is a group that embraces the music video format as well as any. Over the last 27 years, the Long Island, New York trio has played with colorful animation, The Wizard of Oz, and spoofing Rap at a time when it arguably took itself way too seriously. Last week, Posdnuous, Dave, and Maseo released the first music video from this year’s …and The Anonymous Nobody album. With Estelle and Pete Rock tied in, De La appeared in the narrative visual complement to “Memory Of…(US).”

One week later, they are back with another video. “Pain” is one of the true jewels of A.T.A.N. Featuring Snoop Dogg, the song is a soulful clinic on coping through painful periods to get to brighter days. Snoop’s verse gives game, sort of his own “Hey Jude,” on how to be one’s best self. With a catchy chorus, three verses, and a bouncy-but-smooth beat, fans gravitated to the track ahead of the late August album release.

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For the video, De La Soul only makes a cameo, by way of some concert footage. However, the group’s tone and brand of quirky humor is at play. Making fun of 1980s advertising, product placement, life coaches, and consumerism, the video keeps the focus on the music. The lip synced lyrics of unlikely figures hold the attention. However, nothing trumps the message of one of the most important, and emotion-driven tracks from D.L.S.