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Future in F&N music video

Who are the creatives behind Future’s most toxic moments?

Future reigns supreme over toxic moments. Toxicity is the signature aesthetic that makes him palatable and entertaining as an artist.

A far cry from the days of him singing loving duets with Kelly Rowland, Future has leaned into his darker side not only through music but visually also with the help of some key collaborators.

Here are six creatives responsible for Future’s visual descent into the toxic realms of man.

Meet Anthony Hillard: The personal photographer giving us glimpses into Future’s toxic life

Two years ago Hillard hit Noisey with an interview documenting his life as Future’s personal photographer in ATL. From spewing dollar bills at Blue Flames strip club to watching the “toxic rapper” count up $1 million racks, Hillard has seen it all.

He reminisced on a time he spent with the rapper in a strip club:

“Future is the event. He brings everybody out in Atlanta, it’s crazy, people absolutely love him and look up to him. Everything was a moment, everything was a memory there. It’s something to see, it really is.”

– Anthony Hillard For Noisey, Vice 2018

Meet Marrett Fay: The photographer taking us to Pluto

Marrett Fay is a Miami-based photographer and a sniper with the lens capturing a variety of artists from A$AP Ferg, Post Malone, and of course, Future. Fay recently captured images for Future and Lil Uzi Vert’s “Pluto x Baby Pluto” album.

Many of the shots, including the leading promotion teaser, show Future in a mentor role teaching Baby Pluto his toxic ways in the same way fathers and sons bond over a game.

Future has been in the game for years now and his toxicity increases with age. What better way to capture his masculine wisdom than through the optics of Fay’s lens?

Meet Rambino: The videographer capturing Future’s toxic fast-paced lifestyle

Rambino is a video director and founder of Krew Studios. His most recent collaboration with Future is the music video for “Hard to Choose One.”

With flashy, fast cutting visuals in exotic locations, offroad cars speeding in the desert, and beautiful women everywhere, Rambino makes Future look like he’s teaming up with Ludacris and Tyrese in the next Fast and Furious. It’s frenetic but 100% Future.

A fast-paced visual for his fast-paced lifestyle.

Meet Danny Clinch: The director documenting the toxic tycoon

Danny Clinch is an OG in the world of videography and photo, especially in the realm of hip-hop, working with artists like Jay-Z and Tupac Shakur.

He brings that experience with him to direct the music video for Future’s song “Tycoon.” The video works as a character piece focusing solely on Future.

Clinch places him in the desert to show the world the magnitude of his presence next to mountains and streams of water. 

Set to a jumping jack tempo beat from trap producer Wheezy, the video contrasts Future’s lyrics of making it out the streets and being true to himself with the calm nature of the world around him.

A man who can exist in the world but finds himself often operating outside of it. Much like classic sci-fi movies where aliens crash land into the desert, Future is the unidentified object in the video. The rap Pluto for scientists to discover.

Meet Collin Tilley: The filmmaker turning Future into the toxic villain we’ve always wanted

Collin Tilley runs Boy In The Castle productions. His directing style brings the best out of artists, tapping directly into their brand aesthetic and visual imagination.

With video credits like Kendrick Lamar’s “Alright” to Cardi B’s “WAP,” Tilley has made some of the biggest videos for the culture in recent years. 

With Future, Tilley made the video for “Jumpin on a Jet.” The video is Mission Impossible-Esque with Future looking like prime Tom Cruise rapping on an open plane with cargo falling out.

It’s the perfect video for a man whose raps display him as an action hero.

Spike Jordan: The visionary behind Future’s toxic wonderland

Spike Jordan focuses his lens on some of the biggest artists of today from Lil Uzi Vert to Meek Mill and even legends like Nas. Jordan is the photographer/videographer responsible for Future’s winter wonderland video for “Crushed Up.”

With snowflakes falling from every corner in a large mansion setting, Jordan brings the audience into Future’s toxic snowglobe moment of women, ice, and everything nice.

The little boy in the video looking into the globe sees the Future as the king of the castle. Perhaps this is a young future looking up to himself and his accomplishments.

The spinning camera shots make this a modern hip-hop fairytale. An escape into the cold-hearted mind of a toxic artist comfortable in who he is.

Watch the video below for more of Future’s most toxic and savage moments.

Coronavirus playlist: 3 new albums to help you cope with the pandemic

The past couple of weeks have been difficult. Extremely difficult. This problem of sickness, fear, and isolation spearheaded by COVID-19 is not going to go away anytime soon.

More than likely, things will only get worse before they get better. Unless your Soulja Boy

But though there may not be many silver livings in this mess, there are ways for us to cope. Music is a coping mechanism and an outlet like no other.

Largely stuck at home for the next month like we’re strapped in a straightjacket, good new music is the main thing we needed.

Aside from an antidote of course. And it seems like artists understand this too. Here are some of the hottest projects released recently.

Lil Uzi Vert –  Eternal Atake (Deluxe) – LUV vs. The World 2

Baby Pluto blessed us ode these last two weeks. First he popped out with the long-awaited, speculated, and doubted Eternal Atake.

Last year, Uzi said he was quitting music, and fans of the modern-day-Napoleon (in success and ambition, not egoism) were concerned.

Was it a marketing ploy, or was the multifaceted Uzi serious about shifting toward another career?

Eternal Atake was for real, it was just going to be on Uzi’s time. This album has the hard-rap blunt style and wondrous rhymes reminiscent of Uzi’s first tape and the delightful vocals that we love so much out of more-recent Uzi.

Then last night, Uzi released a deluxe version of the album, complete with features from artists such as Chief Keef, Future, Young Thug (SEX), and Young Nudy. It’s as if Uzi knew we needed something extra right now.

And he doesn’t miss.

Uzi’s unique sound, style, and approach to his craft make us really consider his word when he says he’s from outer space instead of Earth.

Jay Electronica – A Written Testimony

Jay Electronica is more famous for his MC work than his rap, but his debut studio album does not disappoint. Just released Friday, the deeply honest words Jay speaks are a breath of fresh air right now.

Travis Scott and The Dream feature on the album, as well as Jay-Z on several tracks. This album is a call-back to rap fans who want raw, unfiltered music about real truths people go through every day.

Jay speaks on issues and injustices felt in this country, mainly for marginalized people of color. The production is exceptional, as expected, and Jay utilizes intros referencing past U.S. experiences (the atomic bomb on Universal Soldier).

This album is touching, authentic, motivating. Everything we need right now.

Don Toliver – Heaven Or Hell

Don Toliver has been on a tear recently, and we relish every second of it. After his work with JACKBOYS, Toliver came out Friday with Heaven Or Hell.

His melodies are easily identifiable, his voice refined and set-apart from all other artists out. The Houston MC has shown his ability to make a banger, and “Heaven or Hell” and “Cardigan” on his latest album illustrate this point well.

Don Toliver is on his way to the top, and with frequent collaborator Travis Scott by his side, there is no reason why he can’t get there.

These latest projects have all dropped at a time we need them most.

Everyone on earth right now is in the relative same boat. All the borders, xenophobia, ethnocentrism, throw that shit out the window.

We can all relate to each other’s pain, and we can all share in the love we get out of music. Unity is the most important right now, and music makes this easier.