Jeremih - I Like ft. Ludacris

What this video is

Released in summer 2010 as the lead single from Jeremih's sophomore album All About You on Def Jam, 'I Like' arrived at a pivotal moment in R&B's commercial evolution — when falsetto-driven, bedroom-pop sensibilities (pioneered by Jeremih's breakout 'Birthday Sex' in 2009) were being paired with established rap heavyweights to maximize radio and digital reach. The song's Mick Schultz production and Ludacris feature…

Why it matters

A textbook example of early-2010s mainstream R&B architecture: falsetto lead vocals, minimalist synth-pop production, and a prominent rap feature used as a bridge device. The video codifies the 'luxury party' visual grammar that would dominate R&B aesthetics throughout the 2010s, with Ray Kay's…

The director

Ray Kay (born Reinert K. Olsen, July 10, 1978) is a Norwegian music video director and photographer based in Los Angeles. Known for sleek, cinematic visual storytelling, he has directed videos for Britney Spears, Lady Gaga, Justin Bieber, Beyoncé, Diddy,…