"HUMBLE." earns a spot on our list of 50 of the best hip-hop videos of 2017!
Hip-hop specifically has taken full advantage of these platforms, and in 2017, dozens of rap stars have gone viral off their well-crafted videos. Kendrick Lamar's cinematic "HUMBLE." visual has well over 355 million views since it was uploaded on March 30. Rising rapper Lil Pump is a short cry behind K.Dot with the video for his Billboard Top 10 banger "Gucci Gang"—the colorful Miami native walked the halls of his school with a tiger in tow, and has had nearly 233 million viewers watch him do it.
Even Virgil Abloh, creator of OFF-WHITE, has gotten into the groove. Not only did he serve as the Creative Director for Lil Uzi Vert's Luv Is Rage 2 album art, but he also directed the experimental video for his breakout single "XO Tour Llif3." The expert execution garnered the attention of heavy metal artist Marilyn Manson, who has begun working with Uzi on an LP.
Then, of course, no one can forget JAY-Z's poignant "The Story of O.J" clip starring a character named Jaybo who eats watermelon and picks cotton before meeting a sudden end; Joyner Lucas' latest innovative, thought-provoking video for "I'm Not Racist;" or A Boogie Wit Da Hoodie taking his piano skills to the ocean floor in "Drowning."
With so many hip-hop artists pushing the visual limits, XXL has compiled 50 of this year's best for your viewing pleasure. Take a look at 50 of the most popular videos from J.I.D, Tyler, The Creator and more below. And when you're done with that, head over to XXL's best songs of 2017.