Video: Smino, J. Cole – 90 Proof

The official music video for Smino’s song “90 Proof” featuring J. Cole has been released. The rappers and their friends are shown in the cinematic visual having a seemingly ordinary get-together before things take a sinister turn when shots are consumed.

The short, which Phillip Youmans edited and directed, is dubbed a “neo-soul Hip-Hop Southern Gothic thrill ride.”

The song “90 Proof” appears on Smino’s most recent album, Luv 4 Rent. The St. Louis musician’s first Motown Records album, in collaboration with Zero Fatigue, was released on October 28. The Yute, a group comprised of Monte Booker, Groove, Phoelix, and Smino, along with Kal Banx and Childish Major, were mostly responsible for producing Luv 4 Rent.

Check out the music video for “90 Proof“.