Absurdity reigns supreme at the expense of a serious message.
Kanye West and Lil Pump teamed up on Sept. 7 for a cartoonish collaborative track that comes with an equally absurd music video.
The new song premiered at the first-ever Pornhub Awards, where Yeezy served as the creative director. At the event, West unveiled the bonkers video for “I Love It”, which was directed by himself and Amanda Adelson and executive produced by Spike Jonez.
West and Jonez have worked together previously on the videos for “Only One”, “Otis”’, “Flashing Lights” and the short film “We Were Once A Fairytale”.
According to a press release from Warner Bros. — per Complex — “I Love It” set the YouTube record for the biggest debut week for a hip-hop music video. The visuals amassed an astonishing 76 million views in seven days, outperforming Childish Gambino’s Internet-breaking “This Is America”.
Furthermore, “I Love It” has a reported 115 million-plus streams under its belt globally across platforms.
In the video, which features comedian Adele Givens, West and Pump rap sexually explicit lyrics while bouncing around in ridiculous, oversized outfits. It also sees ‘Ye talking about still versus sparkling water, for some reason.
The awards ceremony was hosted by adult film star Asa Akira at the Belasco Theater in Los Angeles. West not only helped design the outfits of every presenter at the show, he was the inspiration behind the phallically shaped trophies. He also released a line of sweaters in association with the event.
West, who got involved with the ceremony after admitting on “Jimmy Kimmel Live!” that he still looks at Pornhub, also performed along with Teyana Taylor.