Unlike the stop-motion videos for “When The People Cheer” and “Understand,” The Roots decided to take the live-action route in their newest video for “Never.”
The production of this video may be different but the message stays true to the larger concept of their eleventh studio album, …And Then You Shoot Your Cousin.
The cinematic video is essentially one giant critique of dangerously cyclic inner-city life. With Patty Crash on the hook and Black Thought spitting a single verse, the video features dense metaphors about being “faceless in an oasis” and being stuck in an unforgiving world. The Roots have done an amazing job of mixing hip hop and haunting art with this video. Check it out above via YouTube and watch them perform the song live on The Tonight Show Starring Jimmy Fallon right here on Zumic.
is now available for download on iTunes and Amazon.
Watch the video here: