Story
Directed by Mac Grant and Chad Tennies, the music video for the 2017 single "Hereditary" by J.I.D is a compelling piece that enhances the emotional narrative of the song. The directors use intimate and visceral visuals to paint a story of familial and romantic struggles, tapping into complex themes of inherited trauma and personal conflict. Their direction underscores J.I.D’s poignant lyrics with moody lighting, thoughtful composition, and stark imagery.J.I.D, an emerging artist in the hip-hop scene, delivers a powerful performance both sonically and visually. The video offers a close-up look at the raw emotions he conveys through his lyrics, allowing the audience to connect with his personal experiences. The casting choices complement this as well, with actors who deliver authentic performances that deepen the video’s impact.While the song itself didn’t garner major awards, it did earn critical acclaim and helped establish J.I.D as a significant voice in contemporary hip hop. The collaborative effort between the directors and the artist resulted in a visually arresting and emotionally charged music video that resonates with fans and critics alike, further cementing J.I.D’s reputation as a storyteller in the genre.
