Big Sean - Beware ft. Lil Wayne, Jhene Aiko

What this video is

Released August 16, 2013, as the third single from Big Sean's second studio album Hall of Fame (GOOD Music / Def Jam, August 27, 2013), 'Beware' arrived at the apex of Kanye West's DONDA creative experiment — a period in which his agency applied a unified visual-artistic language to GOOD Music releases. The video reflects the broader 2013 moment when hip-hop's mainstream was fusing luxury aesthetics, Tumblr-era…

Why it matters

A defining artifact of 2013 mainstream hip-hop's R&B crossover wave, 'Beware' exemplifies the strategic deployment of alternative R&B hooks (Jhené Aiko) alongside rap heavyweights (Lil Wayne) to maximize commercial range. Its DONDA-produced video represents the music video as a luxury-art object —…

The director

Matthew Williams (b. Oct 17, 1985, Evanston, IL) is an American designer and creative director. He served as art director at Kanye West's DONDA creative agency, previously worked as creative director of Lady Gaga's Haus of Gaga (2008–2010), co-founded the…