[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.]

Fool’s Gold Records is always in stride with, if not leading the charge on delivering the newest and most original hip hop around. Earlier this summer brought about the release of a highly anticipated collaboration, from producer/ MC duo Killer Mike and El-P. Last year they both dropped highly acclaimed solo albums, Killer Mike’s R.A.P. Music via the Adult Swim imprint Williams Street and El-P’s Cancer4Cure on Fat Possum. This summer they’re back with Run the Jewels.

’36” Chain’ is the first official video off of the self-titled record, released for free through the indie label’s website. And in traditional Fool’s Gold style, fans were also given the option to re-up and snag a limited edition vinyl copy and collectible “herb grinder.”

The video follows our heroes Killer Mike and El-P as they track down the alleged kidnappers of their buddy, Killums the rabbit, who was taken while hanging up posters telling kids to stay off “the drugs.” I think it’s best not to spoil the insane ending, but let’s just say this must have been the weirdest surprise birthday party ever. I will however, spoil the cameos, so keep an eye out for Andrew W.K., Heems, Despot, Dapwell, and Amber Tamblyn who all make “short lived” appearances in the clip.

Run the Jewels is currently touring North America and be sure to check here for more sick Fool’s Gold releases.

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.

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