Joyner Lucas teams up with Lil Tjay in the powerful video for his new single “Dreams Unfold.”
Directed by Ben Proulx and Joyner, the video is a satirical take on the influence of hip-hop culture on young fans. Joyner takes on the roles of popular children’s entertainers while glorifying sex, drugs, and violence. In one scene, he portrays a gun-toting and drug-pushing Santa Claus and in another, he’s the host of “Booze Clues.” He also takes on the role of Blippy, showing pornographic magazines to his impressionable audience.
The video ends with a message to his fellow entertainers: “Let’s be better role models.”
“Dreams Unfold” follows Joyner’s Lil Baby collaboration “Ramen & OJ” in April. His album Evolution was released last fall.
On Sept. 5, Joyner will headline his Joyner Fest in his hometown of Worcester, Mass., with performances from Lil Skies and Milliz.