August Alsina - Numb (Explicit) ft. B.o.B, Yo Gotti

What this video is

Released in December 2013 as the third single from August Alsina's debut album Testimony (Def Jam, 2014), Numb arrived during a pivotal transitional moment in R&B: DJ Mustard's West Coast snap-rhythm production was colonizing Southern and mainstream urban R&B, while New Orleans artists like Alsina were blending street-rap grit with melodic vulnerability. The video's hedonistic house-party aesthetic mirrored the…

Why it matters

Numb is a foundational document of the DJ Mustard snap-rhythm crossover into East/Gulf Coast R&B, demonstrating how a New Orleans-rooted artist (Alsina) could absorb West Coast production trends while retaining street-soul credibility. The B.o.B and Yo Gotti features bridged Atlanta trap and…

The director

Payne Lindsey (b. November 21, 1987, Kennesaw, Georgia) is an American director, documentary filmmaker, and podcast host. He began his career directing commercials, music videos, and short films in Atlanta before transitioning to investigative audio…