D.Willz "Watermelon" (2011)
As any contemporary hip-hop artist will attest, having a great song in an already packed marketplace just isn't enough anymore. Even giving away free digital copies of your new album or mixtape isn't guaranteed to grab the short attention span of today's jaded, ever fickle hip-hop fan. Sometimes that great new song needs an equally great, eye-catching video to stand out & get noticed. Such is the case with the refreshingly unique Raremink directed video for Oakland rapper D. Willz' infectious rap song "Watermelon" - the latest, but most successful, in a string of catchy rap songs that the East Bay artist has released over the past several years. And as you can tell from watching the "Watermelon" clip above, the video breaks damn near every rule in the what-is-expected of a rap music video; especially one from an Oakland rapper. But in so doing it magically manages to transcend all genres and styles by making a fun, instantly appealing clip that, not surprisingly, went viral: registering close to half a million YouTube views. It also clocked up views on various other online video channels as well as on TV: at first on In Demand and later on music video channels such as mtvU where the creative video also won mtvU's Freshman 5 contest, based on popularity with viewers, and on MTV regular where it got into rotation on MTV Jams and AMTV. Radio airplay actually came last in a sequence switcheroo that is a true sign of the times since traditionally radio airplay came first, not online play. Not these days.