Moroccan rapper Issam has just released his new music video for ‘Nike’, directed by Ham Robati and Issam, which has already garnered 100,000 views on Youtube. In true Issam fashion, the video boasts stunning visuals, symbolism and imagery. Besides the catchy beat and the impeccable flow, the video’s visual narrative is inarguably stylistic, with a strong focus on physical figures, embodied through repeated shots of a woman lying down on a pool table, mimicking a doll found in that exact same position as well as repeated images of mannequins being set on fire.
The video also experiments with dark, broody lighting, seemingly to match the dark undertones of the beat, also featuring frequent shots of a middle-aged man wearing a Nike t-shirt. The video also features Issam in traditional colourful Moroccan attire, hugging a goat, with a visual representation of its heartbeat synchronizing with the tempo of the song. The video’s intricate direction is nothing short of what we’ve come to expect of the young rapper, who’s videos are consistently immensely cinematic, intentional and thoughtful.
