Tyler, the Creator Tries to Outrun His Celebrity in ‘Noid’ Video Featuring ‘The Bear’ Star Ayo Edebiri
After dropping new song in “St. Chroma” last week and announcing that his seventh studio album, Chromakopia, is set to be released Monday, Oct. 28, in an effort to end the current industry standard of Friday midnight releases, Tyler, the Creator just gave fans the project’s second single and video, “Noid.”
While the album’s first single, “St. Chroma,” showed the character Tyler’s playing being more in control of his environment as he led an army of followers into a green shipping container in order to blow them up, “Noid” takes an entirely different tone as Tyler raps about the trappings of celebrity.
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Directed by Tyler himself, the video begins with him walking through a crowd as a crazed fan played by The Bear star Ayo Edebiri runs up to him with an iPhone that manifests into a gun while Frank Ocean sings the intro. The song samples Zambian zamrock band the Ngozi Family and their song “Nizakupanga Ngozi” from their 1977 album 45,000 Volts and their lead singer the late Paul Ngozi sings about being respectful when you come to the crib in his native Nyanja language (at least according to Genius and Google Translate).
Tyler drives his paranoia home when he begins the first verse by rapping, “I can’t even buy a home in private/ Home invaders got my brothers dyin’/ Notice every car that’s drivin’ by/ I think my neighbors want me dead/ I got a cannon underneath the bed/ Triple checkin’ if I locked the door/ I know every creak that’s in the floor/ Motherf—er, I’m paranoid,” in reference to South California’s issue with home invasions in affluent neighborhoods. The video then ends with Tyler running away from the world and losing his mind in the middle of the street.
Check the video above and stream the longer version of the song on your favorite DSP, where’s there’s a second verse that starts off with Tyler again expressing his disdain for celebrity as he spits, “No cameras out, please, I wanna eat in peace/ Don’t wanna take pictures with you n—as or b—hes/ Nervous system is shook way before 19.”
Tyler is looking to have a busy fourth quarter as he plans to follow up Chromakopia‘s release with Camp Flog Gnaw’s 10th anniversary at Los Angeles’ Dodger Stadium in November.
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