Swizz and French Montana tumble down the fire escape.
Swizz Beatz is a perplexing character in his own right. Patron of the arts by day, and master of cacophony by night. "SWIZZMONTANA" is more a byproduct of the latter process, by which Swizzy likes to infuse fire sirens, doorbells, and percussion therapy into one sweltering pot. The music video's theme objectively expresses many of those production elements, French Montana talking "square biz" before a backdrop of FDNY fire trucks and blinding lights. No child's play here.
Swizz' new album Poison has been lauded by his generational peers as a modern-day masterpiece, with the emphasis on creating a merger between old and new forces within the culture. French Montana copes with a deafening brass arrangement to send a "hello message" to Chinx from the essence of his being. If Swizz wants to reinvent himself in 2018, he may have to curtail his penchant for "cacophony," with all due respect.
What do you think of "SWIZZMONTANA?"