Structured to feel more like a documentary about a love triangle than a traditional music video, "The River" stars Eminem at his most candid and personal life, even if he consistently remains one post-modern twist ahead of the viewer.
If a room full of rappers banged away randomly at typewriters for an infinite amount of time, would they write something as good as Eminem's "Stan"? Probably not, but this videos let's us into Em's creative process, as we see him metaphorically deal with with living up to his stature and navigating the sometimes icy waters of inspiration.
An apcalyptic and surreal journey through The Weeknd's recent video iconography, augmented by the GoPro spherical VR system that works in most browsers and mobile players. Go ahead and explore, because The Weeknd is surrounded by so much mayhem that you probably won't mind the brief runtime.
You knew Eminem's history with both Jimmy Iovine and Dr. Dre meant he would show up in the Apple Music launch, but did you expect his contribution to be a music video that casts him as an ass-kicking Neo-style action-adventure star? Or, for John Malkovich to have a cameo as a mysterious purveyor of noodles and wisdom? The nearly 8-minute big-budget opus starts in a hospital and ends with a helicopter leap to a rendezvous with Dr Dre — plus, instead of the usual Beats product placements, we get an integrated storyline with an Apple Watch.