Grab your smartphone. After being teased back in January, Major Lazer unleashes the Nicki Minaj and PARTYNEXTDOOR-assisted video for “Run Up.” Directed by Paul, Luc, and Martin, the visual is a hilarious take on modern modes of communication and technological dependence.
PND kicks off the video by observing a party full of phone-obsessed guests who text and take selfies while dancing, kissing, and even swimming. Going with this theme, Nicki emerges in a FaceTime call while dancing on a rooftop with her girlfriends. The clip ends with PND FaceTiming a girl he met at the party…while she stands directly next to him.
“The idea was to laugh at ourselves and at the unconditional love we bear to our smartphones,” explained directors Paul, Luc, and Martin. “Humor and absurdity came naturally in our speech because our will was not to accuse someone or something but just exaggerate it to foster reflection.”
“Run Up” is a single off Major Lazer’s Music Is the Weapon, the follow-up to 2015’s Peace Is the Mission, which is due later this year.