Prior to checking himself into rehab for depression and suicidal urges, Kid Cudi released two singles from his currently-delayed new album, “Passion, Pain & Demon Slayin’." While the first single, "Frequency," which shines a light on Cudi's dark mental state, received a set of self-directed visuals which perfectly match the mood and the tone of the record, the newly-released music video for the second single, "Surfin'," is a complete mismatch.
Whereas the gloomy, drugged out vibe of "Frequency" was befitting of an Avatar-like rainforest, a psychedelic dance party for "Surfin'" on the same visual canvas just feels lazy. It's as if Cudi finished the video shoot for "Frequency," invited a bunch of his friends on set for a wrap party, and came up with the not-so-brilliant idea to film them all having a good time.
I'm certainly not a music video director or producer, and I won't pretend to be one for the sake of this article, but given "Surfin'"'s feel good, fun vibes, something outdoors, with the sun shining, possibly even near the water, would have made more sense. (And yes, I know he's talking about metaphorical waves, not real ones.)
To be fair to Cudi, it's quite possible the planning and execution for both videos were rushed due to his impending rehab stint. It's also possible that Cudi's budget for both videos didn't match his ultimate creative vision and he was forced reuse the set from "Frequency," magic mushrooms and all, to save on costs and maximize spending. If one or both of these circumstances prove to be true, however, it's likely Cudi would have been better off waiting until after he was out of rehab to plan, execute, and release the video.
As Kanye should have impressed upon Cudi from their many years of working together, you can't rush greatness. "Surfin" is an excellent song and it deserved visuals to match. Cudi might not be riding any waves, but this time that's because they crashed.
By DJ Z, who loves to argue with you on Twitter.
Photo Credit: YouTube