Self-styled Coolest Kid in Africa and South African rapper and singer-songwriter Nasty C has undergone a soft career reboot since the release of I Love It Here two years ago and also phasing back into the independent circuit post-Def Jam. His latest exploits in promoting his Usimamane-backed single “Soft” saw him take up mock jobs, from channeling his inner pundit on the SuperSports stage to finessing the till as a temp Superspar cashier, in an effort to humanise his superstar persona and to appeal to the hustle of the man on the street. Directed by Big Shark, the Durban muso has released crisp visuals for his freshly shelved single “Soft”.
The glacial visuals for “Soft” capture the theme of the title with the employment of cool colour schemes which go beyond deliberate styling. Alternating between the frosty hues of fabrics and the ice-white backdrop which dominates the entirety of the music video, “Soft” is a dreamy motion picture founded on whimsical pastel blue minks, cerulean durags and beanies arrayed by the rapper and his 031 counterpart. Conceptualised around the idea of softness to conjure up images of ice, it is, therefore, not out-of-place – if anything it’s slick wordplay – that ice jewelry found its way into the finished product on the screen.
Check out “Soft”:
The rappers are continually thronged by a bevy of dancing beauties clad in fluffy ocean-blue outfits, pearl-white headgears, and matching heels. With toned-down yet aesthetically-pleasing choreography and outfit selections which thematically dovetail with the spirit of the ocular presentation, the squad adds a layer of entertainment value to the visual, which is an irksome part most hip-hop music videos get wrong by reducing the presence of women onscreen to twerking vixens who would be no different from actual props if not for the fact that they can move.
Another clever easter egg for those who are sticklers for the little details is the brief incorporation of the “jobs” Nasty C did in promotion leading up to the drop of the music video. Although the footage got little time on “Soft” since all the juice had already been squeezed out when the videos promo videos trended, the pomace being there was a mindful inclusion. As the mastermind behind the concept of the music video, it’s clear that nothing was meant to go to waste, not even the used-up stuff with the nutrients already bled dry.
Breezy, soothing, and icy, the music video for “Soft” is a treat for the senses with its minty texture, cool atmosphere, and thoughtful curation.
