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21 Savage - redrum

London-born, LA-based musician and director Danny Seth directs an intense multi-format promo for London-born, Atlanta-raised rapper 21 Savage - back in the land of their birth. 

Shot in London, Seth and Savage present some tourist-friendly destinations before revealing a more authentic reality, with the video proceeding as a high-octane mashup of photography, graphics and performance vignettes, slickly cut together by editor Anders Mills at Trim.

Seth's vision adds a strangely dreamlike effect to the promo, which pays homage to classic music videos whilst remaining incredibly distinctive and elevated. It's a great feat and a perfect compliment to the track.

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