The visuals, animated by Bird Peterson, channel a retro children’s cereal commercial that sees the band members get hooked on the sugary breakfast food dubbed Original Classic. The guest features on the sun-drenched tune—Juicy J, London rapper Chip, and UK singer Marbl—each take turns leading Keys N Krates on various misadventures until they wind up in juvie hall. It all starts with one bowl.
“We knew that we wanted to bring out the fun aspect of this song and accentuate how everyone involved is a character in their own right,” say Keys N Krates in a statement. “We linked up with Bird Peterson, who’s an incredible animator. On the first call with Bird we thought the process was going to be really collaborative and that we were going to have all these great ideas to feed him to do his thing with. Instead, he basically said, “this is the treatment” and proceeded to describe this whole ’60s style cereal commercial world he had created in his head that involved Juicy J leading children (us) into mischief. After dying of laughter, we all just said “ya go do that,” and this is what came out. We’re very happy to have found Bird and his insane talents.”
Keys N Krates are currently on a 20-date tour in support of Original Classic. Grab tickets here and peep the video for “Original Classic” above.