Memphis hip hop godfather and secret engine of American popular culture Juicy J has a new album called Memphis Zoo. It’s not about the place in Overton Park where they keep the lions. It’s about the eclectic cast of characters who populate our fair, but often troubled, city.
The single “Bury My Problems” sees the rapper/producer/mogul in an unusually reflective mood. He’s talking about the stress of living in a neighborhood that feels under constant assault from both within and without. He’s also saying that money and success don’t solve your problems like you think they will. As one YouTube commenter put it, “Juicy J making bangers off of mental health problems.”
The music video, directed by Juicy with an assist from Jack Rotier and visual effects by blindcapvision, is kind of a masterpiece. For the first part of the song, Juicy’s in a 3D animated world of cars, money, and jookin’, straight out of the classic Rick James playbook. Then, he deliberately undercuts the glossy gangster life glow-up by revealing the green screen studio and returning the Mercedes to the rental house. The visual is taking you behind the scenes, at the same time the lyrics are revealing vulnerability. It’s a masterclass of form following function. Take a look.
If you would like to see your music video featured on Music Video Monday, email cmccoy@memphisflyer.com.