[Editor’s Note: Two major trends have emerged in the recent history of new media: 1) Music videos are the new music and 2) YouTube is the new MTV. With that in mind and to keep you up to speed with the greatest and latest in this online video category, Tubefilter has partnered with INDMUSIC, YouTube’s largest independent music network, to bring you at least one must-watch music video every week. Turn up your volume and we hope you enjoy the analysis, sites, and sounds. For more Must-Watch Music Video installments, click here.] 

Waking up to smoke a cigarette in boxers and a jacket from the thrift store down the road. Dancing with an aging ballerina who can still fit into her unitard. Lounging in a brown water pool. Earl Sweatshirt’s “WHOA (which you can see below and which is NSFW) is clearly a glimpse into the glamorous life of a new rap phenom.

The newest offering from the rising star of the Odd Future record label proves not only is he one of the best talents from the Odd Future Wolf Gang Kill Them All crew, but that we can surely expect more great must videos featuring tracks off his latest album, Doris

Earl gets help from Tyler, The Creator on the hook and the video. He has a clear influence on the visuals of all things Odd Future and (despite directing ‘WHOA’ under his Wolf Haley moniker) this video is no exception. The whole 3:23 feels like a throwback. It’s simple, yet bright and funny.

The music portion of the vid pairs Earl’s laid back, yet lyrically savvy style with an equally laid back drum-heavy beat, and with them the Odd Future gang adds another entry into its music video catalogue that is unlike anything else in the genre. The style is throwback, but ‘WHOA’ is all together representative of the direction in which rap is moving, and Earl Sweatshirt is at the forefront.

Arshan Sadri is the Channel Manager at Brooklyn based, INDMUSIC, YouTube’s largest music Network.  He got his start booking comedy and music at the University of Maryland.  On weekends he refuses to travel above 14th street, likes to run, and plays in two bands that are just ok.

INDMUSIC is YouTube’s Largest Music Network, allowing independent music content creators to monetize their YouTube views without sacrificing creative control or rights to their content.