It’s really nuts how much the ante’s been upped with online videos. HD Vids are the new .gifs, there are a hundred more beautifully-produced, edited, and written movies uploaded everyday and being floated around the ‘net – promoting corporations, independent artists, no-names, and somebodies alike. We saw Macklemore perform at SXSW to a very enthusiastic crowd. The Seattle-based rap artist did his thing, but he really shines in this video by Zia Mohajerjasbi (Make sure to watch it in HD, full-screen. Did they shoot with a RED? Peep the raindrops…!). Props to these creatives on the visuals, music, and entire package. But I gotta big-up them the highest for their commentary on consumer culture and identifying one’s self through material means. (And this is coming from a crew of Jordan heads).