American rapper and performer J.I.D released the music video for his latest single 151 Rum on Wednesday, 1 May 2019.
The Scott Lazer-directed music video shows the rapper being held hostage by a sadistic man who tortures and starves him. The visuals open with J.I.D chained to a fireplace, where his captor is seen spraying him with water and throwing books of lyrics at him as he sets up an old microphone. The menacing clip then shows the tortured rapper being forced to record song after song whilst the abductor interferes with the levels behind the boards. Eventually, J.I.D escapes but is met with a gunshot as he exits, ending his life.
The cinematic music video paints a picture of the struggle faced by artists and record labels. The imprisoner mirrors a record producer who binds the artist to a contract, holding them hostage to the label and forcing them to produce music which is made by them.
Watch the 151 Rum music video below.