Schoolboy Q Said He’s Puff Daddy. His New Video Makes It Official.
Early this morning, ScHoolboy Q released his first solo music in nearly three years. Following 2016’s Grammy-nominated The Blank Face LP, “Numb Numb Juice” marks a loud and proud return. Groovy Q wasted no time with the visuals to the song, which clocks in at less than 2:00 in length. The single is produced by an ensemble including Hykeem Carter, DJ Fu, as well as Nez & Rio.
In 2012, ScHoolboy Q began calling himself L.A.’s Puff Daddy, and in the video, Q pays homage to the late 1990s Hype Williams-era visuals for Diddy. He offers his best recreation of The Notorious B.I.G. and Puff Daddy’s “Mo’ Money, Mo’ Problems” set. With the shiny red suits and the backdrop that many on social media have compared to the inside of a cheese grater, Q delivers his bars with a close associate. He raps to the camera with flare. He pauses to dance, smile, and flail his arms, just like the Bad Boy family, Missy Elliott, Will Smith, and so many others did in the late ’90s.
Other sets in the Dave Free-directed video include an elaborate mansion with a pool. In a robe, the Los Angeles, California MC dances as he lives the good life on the property. Sequences also include a glow-in-the-dark homage to Hype’s Belly feature film (and references to its characters, played by Tyler, The Creator no less). Other scenes find Q counting big bills, orchestrating martial arts on a helipad, and rolling down red paint on the highway. Early on, he also smokes up as a guest on The Joe Rogan Podcast. ScHoolboy Q is having the most fun as he ramps up for an anticipated fifth album.
Back in 2016, Nas used Belly as an inspiration in the video for DJ Khaled’s “Nas Album Done.”