The Best Rap Videos of the 2010s

One of the most surprising turn of events in recent rap history is the slow extinction of the music video.

It’s pretty weird when you think about it. Tik Toks and IG reels are dominating the media landscape, but the creation of visuals to promote music seems to be less and less of a priority. Blame it on shrinking budgets, the death of TV shows dedicated to music videos, and the meme generation having the attention span of a fruit fly, I guess.

But music videos haven’t gone the way of the dodo bird and Ninja Turtle pies just yet. Creative videos still exists – albeit on a reduced scale – and the previous decade did produce several memorial visuals that hold up today. It may prove to be the last enduring era of music videos.

Let’s look back at 20 rap videos from 2010-2019 – in no order – that kept the tradition of memorable visuals alive.

Social media may have killed the video star, but these videos still have all the makings of a viral sensation.

Kanye West, “Runaway” (2010)

I may not be a fan of this song (sorry about your nostalgia) but I’ll never criticize the beautiful visuals that were cooked up for this track. The blend of ballet iconography, juxtaposed with Kanye’s usual brand of madness, make for an engrossing experience. Black (Folks) Swan.

Kendrick Lamar, “Alright” (2015)

Art reflects the times. Just as Kendrick’s “Alright” became the unofficial anthem of the Black Lives Matter movement, the accompanying video reflected that messaging. It’s the story of the Black community’s seemingly never-ending war again corrupt law enforcement, and a reminder that every Black body has a soul that’s dying to live.

Kanye West and Jay Z, “Otis” (2011)

Sometimes less is more. There’s barely anything going on in this video. Jay and Ye just chop up a Maybach, rebuild it and drive around like crazed teenagers with a massive American flag as a backdrop. It makes no sense, but the visuals are so striking and unforgettable. And it’s kinda nice seeing those two having fun together, especially knowing what would come in later years.

Drake, “Hotline Bling” (2016)

Easily one of the most recognizable videos of its time, “Hotline Bling” is basically a collection of random gifs come to life. That’s probably what makes it so memorable in the era of social media expression.

Killer Mike, “Reagan” (2012)

Killer Mike’s R.A.P. Music is an unappreciated gem, as is this video for “Reagan” which is equally unafraid to ruffle feathers. The mind-bending animation reminds me of something from MTV’s old Liquid Television block and is the perfect vehicle for Mike to take us down the political rabbit hole.

Run the Jewels featuring Zack de la Rocha, “Close Your Eyes and Count to F***” (2014)

The concept of this one is quite straightforward – a white cop and a Black man fighting for four minutes straight. We don’t know why they’re fighting, we don’t know who wins. But even though there’s an eventual break in the battle, you know hostilities will resume soon.

Jay Z, “The Story of OJ” (2017)

Kinda wild that Jay waited until 2017 to drop arguably the best video of his career. The animated video is a brilliant play on the racist imagery of the ’30s and ’40s, now reclaimed for a biting commentary on modern-day injustices.

Kendrick Lamar, “Humble” (2017)

Another one from Kung Fu Kenny. Kendrick is never afraid to meld religious iconography into his art, and this depiction of a Black pope wading through excess and its effects on the community are both haunting and cautionary.

Tyler, the Creator, “Who Dat Boy” (2017)

One thing about Tyler is that he’ll take chances. In fact, y’all probably thought I’d shout out that video where he eats the roach. Well, just because a video is infamous doesn’t mean it’s GOOD. “Who Dat Boy,” however, is good – and creepy. Action Bronson’s face is sewn on to Tyler’s and the Get Out vibes are heavy.

Migos featuring Drake, “Walk It Talk It” (2018)

No, this site wasn’t hacked – this is really me giving the Migos props! The song isn’t anything special (yep, Mr. Backhanded Compliment is back) but this homage to Soul Train was very entertaining. And props for shooting this on Beta Tape, to give it that vintage feel.

Tierra Whack, “Whack World” (2018)

Justice for Tierra! She needs way more flowers than she receives. “Whack World” serves as a visual representation of her entire 2018 mixtape. Tierra holds nothing back, playing multiple characters, serving up countless eye-popping visuals and proving she’s one of the most creative artists of her time.

Masta Ace and Marco Polo featuring Pharaohe Monch, “The Fight Song” (2018)

I’ve raved about the A Breukelen Story album for years on this site, and “The Fight Song” is one of those records that make it so special. It’s a literal battle against the personification of multiple sclerosis and the message of empowerment hits harder through these visuals.

Nas, “Bye Baby” (2012)

I could have picked nearly anything from Nas’ Life Is Good project (one of his best albums ever, if you ask me) but something about “Bye Baby” hits different. A somber Nas watching old home movies while he fills out divorce papers sounds depressing, but it winds up pretty freeing. Plus we get that now-iconic shot of Nas with the wedding dress across his knee.

Vince Staples, “Fun!” (2018)

Easily one of the most creative videos of its time, “Fun!” shows just how invasive satellite mapping can be, with a dash of social commentary added on the side. It’s fun, of course, but it’s also pretty thoughtful.

Vic Mensa, “Down on My Luck” (2014)

Vic rapping over a house track might seem like a weird choice, but it’s fitting. Watching Vic get trapped in a Groundhog Day-esque loop while stuck in the world’s most annoying club might be torture for him, but it’s entertaining for us.

Eminem, “Rap God” (2013)

“Rap God” is probably the last great Eminem video. Em is the king of parodies, so he has no problem donning his best Max Headroom cosplay while the visual veer from The Matrix to The Walking Dead while incorporating a ton of video games too. Spotting the references is half the fun.

Phonte featuring Big KRIT and Evidence, “The Life of Kings” (2011)

Bet y’all forgot about this one! Honestly, there’s only one reason why this video is here (other than it’s just a dope track) – Phonte’s mom. Having her spit Evidence’s verse in his absence was brilliant and so heartwarming.

Travis Scott featuring Drake, “Sicko Mode” (2018)

“Sicko Mode” is the most bizarre collection of visuals you can think of. One minute you’re in a weird amusement park, the next the screen is soaked in sepia tones and tilts back and forth and then we’re transported to planet Venus or something. It’s inexplicable but it looks very cool.

Missy Elliott featuring Pharrell, “WTF (Where They From)” (2015)

Missy is one of the greatest visual artists of all time, with many classic videos in her portfolio. So of course she’d emerge after seven years to give us another visual treat like she never left. The insane choreography, the weirdo marionettes – nothing makes sense but everything feels just right.

Childish Gambino, “This is America” (2018)

There’s only one word for this video – chaos. Gambino literally dances his way through America’s gun violence epidemic. School children are victimized, but the viewer is so entertained by the dance routines that there’s no time to focus on the horrors left in the wake of violence. We can’t look away, but we still refuse to process what’s before our eyes. This is America, indeed.

Which videos from the 2010s were your favorite? Share them below.