Chance the Rapper is only 23 years old and has already managed to achieve more than most of his counterparts.
His rise to fame began with the release of his second mixtape, Acid Rap, that received praise from both music critics and fans. His success does not lie solely within his talent to create a sick rap, but also his ability to do things differently.
Earlier this year, on May 12, 2016, Chance’s third mixtape, Coloring Book, was released, streaming exclusively on Apple Music. In the first week alone, the mixtape was streamed over 57.3 million times. Earlier this week, he shared a video for “How Great”, a track from his latest album, Coloring Book. What sets this video apart is that this is the first video he has directed without director Austin Veasley, and it has been completely shot on an iPhone.
It was shot in a way that it should be watched on a mobile (unless you want to twist your head for the entire duration of the song), that is locked and set on portrait view. The video features rapper Jay Electronica and indie band Francis & the Lights, as in the original track. He also added in backing from a female gospel chamber choir performing live in the studio. The video, shot in black and white, begins with Chance’s cousin Nicole’s solo, followed by the entry of the choir. Chance only enters the screen when he his verse begins.
Using the hashtag #HowGreat, fans and publications submitted questions for Chance to reply to. To a question put forward by the Buzzfeed writer Sylvia Obell, Chance said, “To give the best praise & worship possible. I wanted to showcase strength and fragility. That’s how women who taught me how to pray look.” Other than that, a Chistopher Nolan movie, and a gospel song that continues to overwhelm him are the sources of inspiration behind this track. “My cousin Nicole performed it at my grandmother’s funeral, my uncle’s funeral and my daughter’s christening and each time I cried,” he said.
You can watch the video here:
— Lil Chano From 79th (@chancetherapper) October 20, 2016