It's really hard to hate on D.R.A.M.. From his glowing, piano-splashed bangers to his seemingly eternal smile, the Virginia native's exuberance somehow manages to incorporate the insight, opulence and braggadocio of hip-hop, all while in a brightly-colored package sitting next to an adorable puppy.
For example, take D.R.A.M.’s new music video for “Cash Machine." Like the visuals for “Broccoli,” the brilliance in “Cash Machine” lies in the ebullient subtleties: tie dye dollar bills, fluttering accent animations, an entirely pink outfit.
As a production, “Cash Machine” is no different conceptually from any hip-hop video ever. There’s lots of money, women dancing, and a small crew of D.R.A.M.’s people partying throughout the video. Generally speaking, the video is rather unoriginal...but it’s fun as hell, and it perfectly fits D.R.A.M. and the track itself.
In the short time since we’ve been introduced to D.R.A.M., he’s used his musical abilities and personality to inject hip-hop with a brand of simple fun, neighboring the imaginative innocence of Chance The Rapper. With the Lil Yachty-assisted “Broccoli,” D.R.A.M. managed to snag the No. 1 hip-hop song in the country thanks to a record oozing with pure, gleeful positivity. The same can be said of “Cha Cha," which birthed Drake’s first No. 1 record by proxy.
As D.R.A.M. continues to evolve and grow, we can only hope that he keeps this musical jubilance alive, but, for now, this video is plenty of fun.
By Brent Bradley. Follow him on Twitter.
Photo Credit: YouTube