Home / News / LOUDPVCK Raise Your Potency Level in a Team Up With Video Director Jason Goldwatch For “LIT” Featuring Curtis Williams

LOUDPVCK Raise Your Potency Level in a Team Up With Video Director Jason Goldwatch For “LIT” Featuring Curtis Williams

IT’S TIME TO GET LIT! In this blazin’ video created by Jason Goldwatch (Kid Cudi, Action Bronson, Schoolboy Q, Nas), everyone’s favorite west coast stoners, the hilarious beat-making duo LOUDPVCK, raise the potency level with their classic, full-bodied stoner track “LIT,” out today via Mass Appeal. To make it even more robust, LOUDPVCK recruits ATL’s notorious Two-9‘s Curtis Williams to join in on the party.
This ball of fire video will have your mood peaking throughout your work day and will surely ignite your night soaring with its spliced up loopy imagery. Just like a DJ chops up beats, Goldwatch captures the absurdity that is LOUDPVCK as only a director of his caliber could.
“There’s just something about his imagery choice that always pulls out the most unique and quirkiest elements of the artists he works with; he finds a direct path to their personality.” -LOUDPVCK
Playing out like a digital mosaic of bizarre and trippy imagery, LIT features a venus fly trap sporting greenery as if it’s smoking the sweet leaf for life, Bruce Lee, Bob Marley, and the Kool-Aid man, plus stoner tricks like a girl peeling a banana with her feet, and much, much more. Check it out below.

“Working with Jason Goldwatch has been a dream of ours for a long time. We’ve been a fan of his work all the way from early linkin park videos in middle school, to his most recent stuff with Action Bronson and plenty others.” say LOUDPVCK. “Being able to see our music through Goldwatch’s lense was a big moment for us, we couldn’t be more psyched on how “Lit” turned out!!!”

 
If you know anything about Kenny and Ryan, it’s clear that this video captures their personalities to a T. Regarding his creative process, Goldwatch says, “I kinda see sounds. Just as I’d listen to a song for a music video treatment and see night time or see an open desert for the location, I’ve reduced the process down to specific moves, gestures, icons, whatever into a short loops, basically samples that I layer and loop and chop and make some kind of digital post modern collage with. Some call it a problem I call it a GIFF.”