Rapper Vic Mensa has been steadily making a name for himself since 2009, and his first album for major label Roc Nation is hotly anticipated in the hiphop world. If bonus track 'Rage' is anything to go by, it's going to be pretty special.
Reflecting on more turbulent times in his life, it has a terrific depth and lushness to it, and comes with a promo by Andrew Donoho which takes the 'crash and burn' metaphor quite literally.
At the start, we see Mensa in a private jet gazing out with languid ennui at an evening sky... before the plane suddenly hits a violent storm. As everything hurtles about inside, Mensa somehow continues to sing; and if this is where the action were left it would feel vaguely cheesy.
But instead, the jet plunges into the sea and Mensa goes through his own personal purification by fire and water. Likewise, the promo seems to go through a transformation - there's a sumptuously-lit scene of the singer swimming to the surface amid crash debris; and at the end he is still standing when all else has gone; seeming more intensely alive than the jaded figure he cut at the beginning.