One month ago, OnCue liberated the Steph C Baby-produced “New Thing,” our latest preview of what’s to come with his forthcoming album. Today, Cuey returns with an official visual treatment for the I Hate Me Too single.
Directed by Colin Shephard, the “New Thing” video remains rather simple on the surface while capturing the emotional depth of the record through wondrously utilized imagery. Over the course of the video, viewers witness OnCue’s hair transformation, as the CT-born and LA-based artist goes from his natural color to bleached blonde, before leveling up to the soft blue he’s currently rocking. It’s quite literally a sequence of superficial events symbolizing the emergence of Cuey 2.0, complete with new hair and a greater sense of self-worth and confidence.
The majority of the visual features OnCue laid up with Christy Bradley and Kelly Wagner, surrounded by empty bottles, weed and discarded clothing – although both Cuey and his friends are fully clothed for the entirety of the video. Much like the song itself, the video dances between worlds, coupling with OnCue’s prose to shine light on the upward trajectory of his life while still acknowledging the messiness of it all. He’s doing better than ever but there’s still some shit that needs to be cleaned up and healed. Regardless, he’s having a good time through all life’s highs and lows.
“New Thing” is available now on all major streaming platforms and I Hate Me Too is on the way.
Watch the video below.