On his latest single, a familiar refrain about modern celebrity culture strikes closer to home
. The song is part of Tyler’s straight-to-the-point album rollout, where the music and visuals—not his characteristic outspokenness—have taken centerstage.
Last week, Tyler dropped “St. Chroma,” which featured him whispering over militaristic stomps. A week later, he dropped “NOID,” admitting he was “paranoid” about how stardom made him a target. “I can’t even buy a home in private / home invasion got my brothers dyin’,” he raps about the ever-present threat of celebrity burglaries.
The black-and-white video serves to hammer Tyler’s consternation home. He flails about in a dark void, is chased by autograph-seeking fans, and has a frantic, gun-toting Ayo Ebidiri run up on him. The self-directed video offers almost three minutes of visuals for fans to decipher frame-by-frame. And likely before their analysis is done—or before he reveals all at his upcoming album listening event—is slated to drop 12 days after “St. Chroma.
“NOID” isn’t the first instance of a rapper pushing back against celebrity overexposure; one can look to Cardi B’sor Eminem’s “The Way I Am,” for instance. But “NOID’s” arrival dovetails with an influx of fans starting to agree with him that the modern construct of celebrity is unhealthy.
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