Goon des Garcons - EV

What this video is

Released in 2024, 'EV' arrives within GOON DES GARCONS*'s sustained output as a Little Rock, Arkansas rapper whose artistic identity fuses high-fashion brand consciousness (the name itself is a riff on Comme des Garçons) with indie hip-hop auteurism. His self-described influences — Childish Gambino's 'Because the Internet', Kanye West's 'Yeezus', Kid Cudi — position him within a lineage of concept-driven rap that…

Why it matters

Represents the visual language of 2020s independent hip-hop: lean production, atmospheric rather than flashy, with fashion-world signifiers embedded in the artist's identity rather than explicit product placement. The 'EV' video exemplifies how post-SoundCloud rap artists use music videos as brand…

The director

Connor Pritchard is an award-winning film director from Aotearoa, New Zealand, operating under the production banner CNRPR. Self-taught and wholly independent, he has directed music videos for a diverse international roster and is recognised by VICE as a…