Yesterday, June 3rd, marked the six year anniversary of Tyler, The Creator’s video for “She”. The second single from Tyler’s debut studio album Goblin not only was a stark contrast to the uncomfortable and horrific lead “Yonkers” in style and delivery, it was a complete 180 in subject matter. Where “Yonkers” was Tyler at his most raw and unflinching, captured in the video where he eats a roach and then hangs himself, “She” was Tyler breaking a boundary that had seemed to be set for him by the outsiders looking in on him. The song at it’s core is a story of teen who fantasizes about a crush and creepily stalks her, with lyrics that even reference necrophilia. Though the song still can make listeners uncomfortable and squeamish, it’s the visual that really gives the track the life that it has now.
A brilliantly shot video by Tyler, “She” is where we as an audience are finally able to see the full creative mastermind that is Wolf Haley, the directorial alias Tyler performs under. The video plays out as an episode of a sitcom and with Tyler trying to finally gain the attention of the girl in his neighborhood who he has been stalking. Incorporating aspects of humor, romance, and even adolescent innocence, the video to “She” almost makes you forget you are listening to a song as graphic and perverse as it is. And this is where Tyler’s greatest talent lies in directing, immersing the viewer and audience into a world and making them feel comfortable in circumstances they wouldn’t have been otherwise. “She” isn’t a song that you would automatically associate with charming and romantic, but the video can be synonymous with both, an interesting juxtaposition to the lyrics.
The same thing happens in the video of “IFHY” where the portrayal of human like doll house figures play out an uncomfortable argument between two lovers. But the dolls are synonymous with human feelings with their lover, you’re never really in control of how you feel when you’re in love, just like dolls are controlled by somebody else. It’s subtle but genius.
Tyler is as impressive their is an act in hip-hop as their is today, spreading his talents through music, fashion, and directing. But directing is where he will leave an everlasting impact and legacy in pop culture, he’s the most creative mind of a generation that is able to tell full stories in the short videos, whether they are outlandish or romantic they are always thought provoking. His work behind the scenes for other members of Odd Future stands out as well, whether it be the war homage video for “Sam Is Dead” by Domo Genesis or the claustrophobic and paranoid video for “NY (Ned Flander)” by Hodgy Beats.
Tyler, The Creator has produced some impressive and prolific moments behind the mic as a rapper, producing a critically acclaimed debut mixtape and two well received albums. But it’s the work of Tyler, The Director that will stand the ultimate test of time and show Tyler’s true artistic genius.
Kameron Hay 