Emerging solo artist Heems, once a member of the defunct Das Racist, has recently put out the visuals for his new single, “Sometimes.” The Queens rapper has been making a lot of noise as of late with the release of his latest album, Eat Pray Thug, and even having his face plastered around the city on the cover of the Village Voice. Coming off of his latest project, “Sometimes” is a hype track that still manages to throw in lines pointing out inner consciousness. The Himanshu Suri-directed video (aka a self-directed joint) follows Heems as he stars in an infomercial selling, “Sometimes White” bleaching cream.
Utilizing comedic tactics to deal with the issues of skin color that many minority cultures face, comedians Eric Andre and Hannibal Buress make appearances in the video to play out how expectations are not always met when trying to meet superficial means. With the video dissecting multiple levels of superficialness, I can’t tell who’s more vapid: Eric Andre for thinking he had to change himself in order to be considered attractive or the girl for having another dude up in their house. Even while tackling real cultural issues, Heems shows that you don’t have to take yourself too seriously to prove a point.
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