Just before deleting everything on his social media accounts, Childish Gambino tweeted out a link that led to a black screen with nothing on it but a clock counting down. After wiping his Twitter clean, the link then took fans to a brand new video for his song Sober, which was off of the mixtape slash album collective, STN MTN/Kauai.
This is yet another example of how Childish Gambino continues to innovate and market his brand in refreshing ways. He’s managed to prove that the standard ways of promotion aren’t the only ways to generate massive amounts of buzz around an artist’s work.
As for the video itself, Gambino plays an affable, yet weirdly creepy character trying to impress a certain female. The video’s style is similar to Sweatpants and Clapping For The Wrong Reasons in that it’s a minimalist video with far deeper meanings (notice how the clock never changes from when he gets up to when he sits back down).
Oh, and the rapper/singer/director/writer/comedian/actor has now proved he’s a dancer as well. Is there anything this guy can’t do?