Updated: May 5
As the curtains draw to a steady close on the DiSCOVERY week, North-London-born rapper - 'Avelino' carnivorously devours all competition in sight, and in doing so, claims his spot at the very top of the DiSCOVERY 'Video Of The Week' food chain. Avelino is presented with the 'Video Of The Week' trophy in admiration, and acknowledgement of his early-April-released 'Prey' short film.
The 'Prey' footage, is the visual epitome of attention to detail. Every element has been given equally exquisite levels of thought, and the end result is subtly stunning. For a music video to be successful, it is imperative that the consumers' attention is firmly grasped within the opening 30 seconds; if this is not achieved, viewers' interest slowly evaporates, and reconvenes at the destination of opposing artists' content.
Avelino has clearly recognised the strong importance of showcasing a refined and interesting opening half-minute for viewers to engage with. This is apparent during the initial moments of the 'Prey' video with two, twin jet black Rolls Royce Cullinan's, named 'Motivation', and 'Nation' elegantly gliding into position.
Although utilising half a million pounds worth of luxury, British motorcars as a scene setter has its impact, it is the relevance of the extravagance to Avelino's vocals which harnesses potent levels of power. A poignant, and ever present line throughout the duration of the 'Prey' vocal delivery is "last year man spent more dough than I made". The Rolls Royce's are simply a transparent provision of perspective on Avelino's spending.
Avelino's clear commitment to creating a spectacle does not cease there. Shortly after the automobiles' stances are cemented, signature suicide doors reveal an orange tinged leather interior, which of course blends seamlessly with Avelino's t-shirt, and matching headscarf. This level of granular detail is what Avelino is known for lyrically, with the visual aspect of his arsenal mirroring his upper echelon vocal skills, Avelino is certainly a musical force to be reckoned with.
There are plenty more diamonds to be uncovered throughout the 'Prey' short film; we encourage you to analyse every scene, as the rewards will be reaped in the form of overwhelming enjoyment, and a sense of detective-like discovery. You can view the 'Prey' video by simply engaging with the link below:
Once you have viewed the above, we would massively appreciate your thoughts on Avelino's 'Prey' short film. Why do you think it is so special? What do you / don't you like about it? What would you do differently?
You can leave your comments below, or of course, on our Instagram page. As always, thanks for reading, and keep an eye out for some exciting DiSCOVERY developments over the coming weeks!