UK artist Dizzee Rascal's video for the track "I Don’t Need A Reason" is a great example of how new apps can quickly influence our popular culture. The clip, which sees the rapper play the role of a colonial-era nobleman, borrows its visual effects from popular apps like Vine and Cinemagram, playing out as a series of brief loops. It's the work of Emile Sornin, who gained acclaim last year for Alt-J's "Fitzpleasure" video.
Dizzee Rascal mashes up Vine and Cinemagram for new video
Sornin is by no means the first director to experiment with looping effects — Joel Compass’ popular video for “Back to Me” took a similar, albeit much darker, approach. “I Don’t Need a Reason” is the fourth track to be featured from Dizzee’s upcoming album, The Filth, set for release on September 30th.
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