There is no football to be found in Young Thug‘s video for “Halftime,” but the Atlanta native’s love for all things drug-related is as present as ever.

It doesn’t take a rocket scientist to understand the metaphor in Young Thug’s latest single. Inspired by the combination of prescription drugs and the way they make you feel as if time has slowed, or at the very least come off the rails entirely, the song is packed with the kind of drug culture praises that have become a signature of Thugga Thugga’s sound. The video is largely composed of footage taken from recent tours and live shows, with heavy editing used to make everything seem shaky and/or out of focus. Thug wants you to understand how he’s seeing the world, and from what we’re given it appears his vision is rarely clear. You can view the video below.

I enjoyed “Halftime” when I first heard it buried amongst other bangers found on Barter 6, but I’m still not sold on the idea of it being given the proper single treatment. The song is good, but in no way is it special, and it seems to have very little commercial appeal. I guess Young Thug might not be concerned with all that just yet, but it’s worth asking whether or not this viral celebrity has put much, if any, thought into building his brand beyond the general audience of rap music. Comment below and let me know your thoughts.

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James Shotwell

James Shotwell is the founder of Under The Gun Review. He loves writing about music and movies almost as much as he loves his two fat cats. He's also the co-founder of Antique Records and the Marketing Coordinator for Haulix. You should probably follow him on Twitter.

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