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Before this video even has the chance to prove it’s ‘fucking awesome’ in rolls a Delorean. Wait, what? But it gets better. Macklemore rocks some serious second hand furs and footie pajamas while spitting out the glories of thrift shopping. Admittedly, the clothes featured in this video do err on the outrageous(ly awesome) side. But, when you look this hipster chic, who cares if your wearing granddad’s clothes (they ‘look incredible’).

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When I first heard this song, I could have sworn that I heard it before. Maybe because it sounds like the 90’s. The mix of the happy-go-lucky melody and the fluid rap-style makes me feel like it’s blasting from the speakers of best friends parents car. Enjoy!

I’ll just say from the outset that I’m a passing hip-hop fan, and understand only a little about how beatboxing incorporates into hip-hop. So maybe it’s just me, but until this video started I was unaware that the human voice was even able to make some of these sounds. French beatboxer Eklips doesn’t just stop with mimicking drum and bass though, as he’s got a truly impressive ability to imitate both human and instrumental sounds (Seriously, horns? The guy just throws out trumpets like it’s nothing…) and even simulates postproduction studio effects at some points.

I came away truly impressed at both his skill, as well as his ability to do everything you hear in a single 4 minute take. I think the true test of whether or not something’s awesome is if you feel compelled to immediately hit up Google and start searching for more, and I’ve got five different tabs awaiting my ears.

The best rap and hip-hop, to me at least, has always been those songs that take you on a journey and tell you a story. More than any other genre, the spoken word origins of rap lent itself to the type of lyrical complexity and juxtaposition that could only come from the voice being the singular most-focused instrument. In that way, it has always been an incredibly powerful genre to me – able to transform a soundscape from background music into that which deserves my total attention.

Recently though, mainstream rap has been somewhat more bereft of this storytelling, focused on the more…marketable aspects of the genre. Prince Ea has noticed as well, and has something to say about this issue. He does so in a way that demonstrates the aforementioned lyrical complexity and juxtaposition of the genre in full force. It’s more than a little refreshing, to be honest, and takes a ton of creativity to pull off.

It’s no secret that funny Lonely-Island style music videos do well on YouTube. They have for years and that will continue for the foreseeable future. However, they are incredibly hard to pull off and the difficulty level doubles if said music video is promoting a product or service.

But Jawbone rocks it in their of their modernization of  Ice Cube’s “Today was a Good Day.”  I think it’s partially due to the fact that they didn’t make the video about the product. They mention it briefly and you just happen to see it everywhere in the video.

Lately there have been several comical music videos that point out how cushy the lives of middle class American can be. Recent examples include First World Problems and Whole Foods Parking Lot. Both of which have “oh my gosh I totally do that” moments that make me feel a little sad about my life.

Playing into the “life is so hard when I’m inconvenienced” comedy trend,  I can applaud Jawbone for understanding their product and embracing their consumer base.