Pusha T - Diet Coke

What this video is

Released February 8, 2022, 'Diet Coke' arrived as the lead single from Pusha T's fourth studio album It's Almost Dry — his first album since the critically acclaimed Daytona (2018). The track was first unveiled at NIGO's Kenzo Paris Fashion Week show in January 2022, marking a high-profile intersection of hip-hop and luxury fashion. The beat's instrumental was originally produced by 88-Keys in 2004 for his mixtape…

Why it matters

Represents the apex of early-2020s boom bap revival, fusing a nearly 20-year-old instrumental with Pusha T's signature coke-rap lyricism and Ye's production refinement. The video's deliberate homage to the 1994 'Flava In Ya Ear (Remix)' visual codifies Pusha T's intent to situate himself within…

The director

Omar Jones is an LA-based director, editor, and visual FX artist specializing in music videos and branded content. His credits include videos for Future, Metro Boomin & The Weeknd ('We Still Don't Trust You', 2024), Stormzy & Raye ('The Weekend', 2023), JID…