Plies - Drip 4 Sale

What this video is

Released January 18, 2019 via Slip 'N Slide Records under exclusive license to Atlantic Records, 'Drip 4 Sale' arrives at the peak of 'drip culture' — a late-2010s hip-hop aesthetic movement centered on luxury fashion display as social currency. The video reflects Plies's strategic reinvention as a social-media-savvy artist following his mixtape-heavy mid-2010s run. The title directly engages the era's dominant…

Why it matters

Represents the convergence of Florida's Slip-N-Slide Records heritage — a label instrumental in Southern rap since the early 2000s — with late-2010s trap aesthetics. The video documents how a mid-2000s Southern rap pioneer adapted his visual branding to remain relevant in the streaming and…

The director

American director and editor whose career is closely associated with Southern rap visuals. He has maintained a long-running collaborative relationship with Plies, having directed multiple videos for the artist dating back to 2012, including Whacked (2012),…