Amindi - Love Em Leave Em (feat. Kari Faux)

What this video is

Released January 2020, 'Love Em Leave Em' arrived as a debut-decade statement from Inglewood-born, Jamaican-heritage artist Amindi, whose 'pastel rap' genre persona blends dancehall, soul, R&B, and hip-hop with cinephile aesthetics. The video, directed by Mariah Winter for Versicolor, was a major-label outing via Big Beat/Atlantic that consciously foregrounded female self-sufficiency and financial independence —…

Why it matters

A landmark example of the early-2020s 'pastel rap' micro-genre — a fusion of dancehall diaspora aesthetics, alternative R&B, and lyric-forward hip-hop crafted by and for LA-based independent artists with major-label distribution. The video's cinephile-informed short-film structure and deliberate…

The director

Mariah Winter is a Los Angeles-based music video director working under the Versicolor production banner. She is credited as the director of Amindi's 'Love Em Leave Em' (feat. Kari Faux), confirmed by Complex, HotNewHipHop, and OneToWatch in January 2020. A…