By Courtney E. Smith
What better way to prove that you’re hot than releasing a video full of fire? No, but literal, plapable, visible, actual fire is what T.I. had in mind.
While the grand hustler strolls through a hallway lined with cement blocks in his new video for “Turn It,” flame shoot out of the walls around him. And T.I. is so cool that he can bear all that heat while wearing a sweatshirt.
Director Phillyflyboy defies the laws of hip-hop videos with more than just fire, a rarely seen element in a rap visual. He also manages to avoid show us any video chicks until a full minute in. Once they’re in the frame, they are grinding to some pyro effects in leather, all very ’80s Sunset Strip rock.
Meanwhile, we’ve got alternate shots of T.I. in a helicopter touring the sights of a city and only landing long enough to rap his track on a rooftop and land us a few beauty shots of his gold sneakers.
T.I.’s new deal with Grand Hustle/Columbia Records was announced last December. His first album on that deal, Paperwork, is expected in 2014.