Eli & Shmurda’s ‘On Something’ Video: A Hip-Hop Entrepreneurial Showcase”

Photo by Hanny Naibaho on Unsplash

In the ever-evolving landscape of hip-hop, a dynamic duo has emerged, challenging conventions and redefining what it means to be a rapper in the modern era. Eli, the American entrepreneur, and Bobby Shmurda, the Brooklyn-raised rap sensation, have joined forces to create a music video that transcends the typical street narratives and embraces a fresh, entrepreneurial mindset.

Their collaborative track, “On Something,” serves as a powerful statement, shattering stereotypes and inspiring listeners to pursue self-improvement and entrepreneurial endeavors. Produced and co-written by Eli, the song finds Bobby Shmurda reflecting on his journey as a venture capitalist, exploring the perks and possibilities that come with embracing a business-oriented lifestyle.

A Departure from the Norm

As Bobby Shmurda candidly expressed, “All these rappers still out there rapping about street life, I’m not about that anymore. They’re just injecting trash into kids’ heads. Rap should be about growing oneself, living a better life, going from negative to positive, coming from nothing and building a life for yourself. That’s the kinda music I want to make.”

These words resonate deeply, challenging the traditional narratives often perpetuated in hip-hop and advocating for a more positive, growth-oriented approach to music and life.

The “On Something” Music Video: A Cinematic Venture

Directed by Dakota Ticheli and Isaiah Valencia, the “On Something” music video is a cinematic masterpiece that seamlessly blends the worlds of hip-hop and entrepreneurship. Shot in the luxurious suites of the iconic Barclays Center, the video is a first-of-its-kind, setting a new standard for music visuals in the genre.

A Succession-Inspired Aesthetic

As Eli, the co-founder of the live event-planning platform POSH, explained, “For the music video, we channeled the vibes of a VC, turning Bobby from a traditional hip-hop artist to a Succession-esque venture capital businessman.” This bold creative decision pays homage to the acclaimed TV series “Succession,” known for its portrayal of the ultra-wealthy and their business dealings.

The video’s aesthetic is a seamless blend of opulence and entrepreneurial prowess, with Bobby Shmurda effortlessly embodying the persona of a successful venture capitalist. From boardroom meetings to lavish parties, the visuals transport viewers into a world where hip-hop and business intersect, challenging preconceived notions and inspiring a new generation of artists to embrace their entrepreneurial spirit.

Venture Rap: A New Genre Emerges

“On Something” serves as the introduction to “venture rap,” a groundbreaking genre that champions self-improvement and entrepreneurship. This innovative approach to hip-hop music aims to inspire listeners to pursue their dreams, break free from limitations, and create a life of abundance and fulfillment.

Redefining Hip-Hop’s Narrative

Traditionally, hip-hop has been associated with narratives of struggle, hardship, and the harsh realities of urban life. While these stories hold immense value and cultural significance, “venture rap” offers a fresh perspective, one that celebrates personal growth, financial independence, and the pursuit of success through legal and ethical means.

By embracing this new genre, Eli and Bobby Shmurda are not only challenging the status quo but also opening doors for a new generation of artists to express themselves in ways that resonate with their aspirations and experiences.

The Collaboration: A Fusion of Worlds

The collaboration between Eli and Bobby Shmurda is a testament to the power of cross-pollination between seemingly disparate worlds. As Eli recounted, “I met Bobby through a friend in New York, and we had dinner along with our lead investor. You have this guy who hangs out with Fortune 500 CEOs who view him as someone with a ton of social capital… and at the same time, he’s getting into venture investing.”

This encounter sparked a creative synergy, resulting in the birth of “On Something” and the exploration of a new genre that bridges the gap between hip-hop and entrepreneurship.

Challenging Stereotypes and Embracing Diversity

By embracing their unique perspectives and backgrounds, Eli and Bobby Shmurda are challenging stereotypes and promoting diversity within the music industry. Their collaboration serves as a powerful reminder that success can be achieved through unconventional paths and that embracing one’s authentic self is the key to unlocking true potential.

The Impact: Inspiring a Generation

The release of “On Something” and its accompanying music video has the potential to inspire a generation of young artists and entrepreneurs alike. By showcasing the fusion of hip-hop and business acumen, Eli and Bobby Shmurda are opening doors to new possibilities and encouraging listeners to pursue their passions fearlessly.

Empowering Youth through Positive Messaging

In an era where negative influences and harmful narratives can easily infiltrate the minds of young people, “On Something” serves as a beacon of positivity and empowerment. By promoting self-improvement, entrepreneurship, and the pursuit of legal and ethical success, the track and its visuals offer a refreshing alternative to the often-glorified narratives of violence and illegal activities.

Through their powerful messaging and artistic expression, Eli and Bobby Shmurda are not only redefining hip-hop but also contributing to the development of a more conscious and socially responsible generation.

The Future of Hip-Hop: Embracing Innovation

As the music industry continues to evolve, the success of “On Something” and the emergence of “venture rap” signal a shift towards a more diverse and inclusive hip-hop landscape. By embracing innovation and challenging conventions, artists like Eli and Bobby Shmurda are paving the way for a future where hip-hop music can transcend traditional boundaries and inspire positive change.

Encouraging Artistic Expression and Entrepreneurial Spirit

The collaboration between Eli and Bobby Shmurda serves as a powerful reminder that artistic expression and entrepreneurial spirit can coexist harmoniously. By combining their talents and embracing their unique perspectives, they have created a work that not only entertains but also inspires and educates.

As the industry continues to evolve, it is essential to support and celebrate artists who push boundaries, challenge norms, and create art that resonates with a diverse audience. By doing so, we can foster an environment where creativity and innovation thrive, ultimately shaping the future of hip-hop and music as a whole.

Conclusion: A Paradigm Shift in Hip-Hop

The release of “On Something” and its accompanying music video marks a significant paradigm shift in the hip-hop industry. Eli and Bobby Shmurda’s collaboration not only redefines the genre’s narrative but also challenges societal stereotypes and promotes a positive, entrepreneurial mindset.

Through their artistic expression and innovative approach, they have created a work that transcends boundaries and inspires a new generation of artists and entrepreneurs alike. As the impact of their collaboration continues to unfold, one thing is certain: hip-hop will never be the same, and the future is ripe with possibilities for those willing to embrace change and push the boundaries of what’s possible.


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